New Study: Consumers Value Custom Content

- Friday, May 13, 2011

As a companion piece to the CMO study released last month, Roper Public Affairs and the Custom Content Council have announced a new study on consumers' attitudes toward custom content.

The findings reinforce the engagement and efficacy of custom content:

  • Awareness of custom media is high: 8 in 10 consumers say they are aware of custom media, either in print or electronically.
  • Consumers appreciate companies’ efforts to provide custom media: More than three-quarters say they understand that these companies are selling something, but feel it is okay since the information provided is valuable. In fact, 7 in 10 consumers say they prefer to learn about a company through a collection of articles rather than in an ad.
  • Custom media positively impacts purchase decisions: Two-thirds of consumers say the information provided by custom media helps them make better purchase decisions. More than half say they are more willing to buy another product from a company that provides them with custom media.
  • Custom media strengthens consumers’ perception of company: 6 in 10 say that after reading a custom publication, they feel like they know more, and feel better, about the company.
  • Consumers are familiar with a broad range of custom media: 8 in 10 consumers say they have seen custom content in the form of print magazines or newsletters. Almost half have seen digital magazines; one-third have seen custom content in white papers and in social media. One-quarter have seen webcasts/podcasts.

To receive a copy of the full report, contact True North Chief Marketing Officer Jason Skinner at 800.624.7496 or