Content Marketing Today

When It Comes to Your Custom Magazine, Thin Is Most Definitely Not in!

And, just as with successful advertising, frequency is also fundamental to success.

A critical mass of content reflected in lots of pages is the secret to successful magazine.  Skin and bones may work for runway models, but it does not work in the publishing business.  It’s okay for you to look like a triathlete, but your magazine should render up a little more closely to Henry VIII.

Most of us probably get this intuitively.  When we see a nice thick perfect bound magazine, we reasonably infer that it is full of content that you want to consume.  That may not always be true, but the converse virtually always applies: an anemic-looking magazine will not have much content to hold our attention or to provide relevant and valuable information.

Frequency is also important for publications that your customers consider valuable.  If you are providing truly relevant content, your customers want to devour it and put it to work as often as they can.

Thanks to a study highlighted by the Center for Media Research, we can take our intuitive understanding one step farther.  They excerpt a study by Royal Mail which shows:

• higher than average pagination boosts in depth readership significantly
• more pages equals more time spent reading the magazine..
• higher then quarterly frequency also makes a difference; 62% read a half or more of the magazine at higher frequency levels.
• More than 50 pages in a magazine boost responses to calls to action by almost 25%.

Magazines that work: Make them fat and frequent

Successful content marketing always involves providing relevant and valuable information to your customers.  Now you know that he should be providing plenty of it as often as you can.  When you deliver a magazine that is substantial in size often enough to develop loyal readership, you will significantly improve the results of your content marketing campaign.

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