Information, not ads, important to consumers

Content isn't dead, not even content from the lagging newspaper market, but according to a new report content isn't being correctly monetized. The new report from Roper Public Affairs for the Custom Publishing Council finds that more than 90% of consumers are familiar with a custom publication and more than 66% report finding the information provided in custom publications to be helpful in making purchasing decisions.

by Kristina Knight

What exactly does this mean? That consumers are finding advertorial type content, articles/reviews and other forms of custom media more appealing that traditional advertisement. Nearly 75% of consumers noted in the report that compiling product information from a variety of sources rather than a simple advertisement is more appealing to them.

"With the overwhelmingly positive reaction to print custom media, the growing acceptance of electronic custom media and the explosion of branded social networking sites, Twitter and blogs, consumers are clearly finding the time for custom media products -and they are substantially moving the ROI needle, which is particularly significant," said Lori Rosen, executive director, CPC. "This new survey reaffirms what we all know: custom media works and that is why our members continue to deliver effective return for their clients, despite challenging economic times."

Custom publications marry marketing and information by delivering custom content through print, Internet and other media to ready consumers. Publications like CBS Watch magazine are a good example of custom publishing; the magazine focuses on the programming provided by and to the CBS network, giving CBS viewers insight into their favorite shows, actors and upcoming projects. This, in turn, brings viewers back week after week.

Tags: advertorial, content advertising, Custom Publishing Council, online advertising