Association of Publishing Agencies
About
APA members are industry leaders, providing high quality magazines and online solutions to your content provision and marketing strategy needs. APA currently has a membership of 43 publishing agencies, representing more than 80 per cent of the UK industry and publishing magazines on behalf of more than 370 leading companies.
The first organisation of its kind, APA is leading the advance of customer magazines on the international stage. It has been the blueprint for similar organisations in the USA and South Africa, forming international associations with the USA's Custom Publishing Council (CPC) and South Africa's Custom Publishing South Africa (CPSA).
Services
The APA now offers a unique step by step support to launching a customer magazine from the initial qualifying questions through to hands on advice on putting together a clear and realistic brief. Unlike other new business services the APA helps potential clients draw up a pitch list by giving unbiased advice of its member publishing agencies. These recommendations are based on the APA’s understanding of the client’s needs, its unparalleled knowledge of the customer publishing industry and the relevant experience and culture of the different member agencies. The APA offers guidance on assisting the client in selecting a shortlist, but for issues of impartiality plays no part in the final decision of selecting the winning agency.
Clients we have worked with over the last 6 months have told us that APA ASK takes the fear out of the investigation phase. One in particular said that they had looked into customer magazines in 2004, but felt that they couldn’t ask all the questions they wanted to, were overwhelmed by the number of customer publishers and felt too pressurised and dropped the idea. They said APA ASK convinced them to go ahead with a customer magazine as they received all the information they needed at their leisure and were able to discuss what they were looking for in an agency completely confidentially taking the hassle out of putting together a pitch list.
Clients who have invested in a customer magazine for their brand through the APA ASK service include:
Shell, Sony, RBS, Audio and Chesterton
Key Facts
- It's estimated that the customer publishing industry is currently worth around £900m and is projected to be worth £1 billion by 2010.
- Customer publishing is the second fastest growing marketing medium after internet advertising.
- On average, customer magazines keep a consumer's attention for 25 minutes, which is signifcantly more than the eight seconds looking at a poster or 20-30 seconds listening to a radio ad. In essence it compares to 50, 30 second TV ads.
- 57 per cent of consumers read at least half of a customer magazine, while top performing magazines manage to engage 78 per cent.
- Customer magazines increase brand loyalty by 32 per cent.
- 47 per cent of readers are more likely to purchase products featured in a customer magazine than in any other type of marketing or advertising.
- 120 new brands have invested in the medium over the past year, which equates to one launch per working day.
- Customer publishers deliver digital editorial content to over 45 per cent of their client base, with most having expert in-house digital staff.
- Customer magazines dominate the Top Ten publications by circulation, with the top four publications all customer magazines.
- Readers of customer magazines are more likely to hold positive views on the brand, which is incredibly valuable in a world where advocacy and word of mouth play a significant role in a brand's success.
Showcase
Contact
55/56 Lincoln's Inn Fields
London
WC2A 3LJ