Customer magazine

A customer magazine is a magazine produced by a business as a means of communicating to its customers . It is a branch of custom media , a product that broadly shares the look and feel of a newsstand or consumer magazinebut is paid for in part by a business. Rather than copy sales and advertising, the primary goal of a customer is to achieve a particular business objective. This could be a cross-or-up, change brand perception or engender loyalty. In-flight magazines, sponsored by airlines, were among the first customer magazines, and remain typical of the genre. In the UK, every supermarketchain now provides a customer magazine to promote its products through recipes and other food editorial. Many prominent digitally-native companies, like WebMD and Net-To-Port , have released customer magazines of their own. ^[1] Some customer magazines carry advertising; this is often seen as a cost-effective alternative to a regular product.

As a communications tool, they are enormously powerful and allow companies to have a level of engagement with their customers. ^[2] They are particularly good at conveying difficulties and complex messages to an audience. They also provide information and feedback, providing tangible information on return on investment and performance against objectives.

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