How to launch a customer magazine

The UK's customer publishing market is thriving - it is estimated to be worth £904m, and is predicted to reach the £1.2bn mark by 2012. In this second article on customer magazines, Julia Hutchison, chief operating officer at the Association of Publishing Agencies (APA) advises brands who are looking to invest in this medium for the first time.

This guide outlines the various stages of a customer magazine launch, from engaging in the pitch process and shortlisting agencies to choosing the right agency for your brand and preparing for the first issue.

Julia provides a breakdown of the pitch process, typical lead times from pitch to launch issue, the importance of knowing your target audience as this informs content, tone and style, and finally how to measure the effectiveness of the magazine once it is up and running.