Publishers Offered Research Advice and Discounts

In the UK, the Association of Publishing Agencies (APA) has launched a research service to encourage bespoke research by members into the effectiveness of customer magazines. In addition to its own information, the APA INSIGHT service offers access to discounted research via a roster of five agencies.

Members can receive advice on reader surveys, exploratory qualitative research, desk research and finding and briefing a research supplier – or can access 'affordable and flexible research' through the roster which includes Firefish, the research offering within Rise Communications, Dipsticks, Skyrocket and Framework.

The APA is the representative body for customer magazine publishers, under the umbrella of the Periodical Publishers Association (PPA). Its thirty-one members produce publications for over 350 companies in the UK and internationally. The organisation's COO, Julia Hutchison, says the move aims to 'assist members to provide clear research that strengthens the relationships between themselves and their clients or target audience.' Hutchison says research 'improves the shared understanding of the market and adds further evidence to the case for customer publishing', an industry which she says 'is both extremely measurable and delivers in spades.'

Emily Travis, Head of Publishing at Royal Mail, supports the launch as evidence of the APA's commitment to driving the industry forward. 'Research is fundamental to the growth of any medium.' She adds: 'Research also adds to the armoury of our and APA members' sales teams – having hard evidence as to the effectiveness of the medium provides a very compelling argument. For example, recent research revealed that 58% of consumers will respond to a call to action in a magazine if it is personally addressed to them and delivered through the mail. As a result over 66% of customer titles are now posted.'

The APA is online at www.apa.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.