By: Arkansas Graphics

Is a Custom Magazine Right for You?


When you think about adding new channels in order to engage with your customers, starting a custom magazine is probably not high on the list. It may have never even crossed your mind, but it might be something you want to consider.  The use of custom magazines as a customer engagement tool is growing increasingly popular.

“Hold up!” you might say. “Aren’t magazine subscriptions on the decline?”

Traditional magazines, yes, but not custom magazines. Custom publishing is on the rise, and these publications often become the foundation on which other marketing elements—personalized direct mail, email, social media, and mobile marketing—are built.

Here are three companies that have been successfully using custom magazines to enhance their brands:

Lowe’s: This DIY giant offers both an e-zine and a print version of its “Creative Ideas” magazine, which provides solutions for everything from hidden bedroom storage to painting a faux brick wall. This content drives readers back to Lowe’s stores for supplies. The magazine’s design style mimics DIY pinboards and online communities, creating a sense of being an integral part of the larger DIY family.

Airbnb: There is certain kitsch to being part of the Airbnb community and playing host to travelers from all over the globe. To reinforce this identity, Airbnb’s magazine, “Pineapple,” features personal stories told by Airbnb hosts that range from San Francisco to London. Since travelers often return to the same hosts over and over again, the goal is to keep hosts engaged so that travelers can build long-term relationships with them, as well as with the Airbnb brand.

Uber: Being an Uber driver is like being living inside of your own world. To keep drivers connected, Uber created a magazine, “Momentum,” just for its drivers. Topics range from stories from the field to tips on how to keep your back from hurting when constantly on the go. The goal is to build a broad base of connected, brand-engaged drivers that drives the company’s mission forward.

So why invest in a custom magazine if it isn’t to make money through advertising or subscriptions? A custom magazine can enhance customer engagement as well as solidify your brand in a way that creates long-term profitability.

Want to build a community around your brand? A custom magazine might be just what you need.

Arkansas GraphicsIs a Custom Magazine Right for You?

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