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The Content Council

Roper Finds Majority of Consumers Value Custom Media

7 In 10 Prefer Personalized Aspect Of Custom

New York, NY (April 27, 2011)  A new study—Consumers’ Attitudes Toward Custom Content—shows that seven in ten consumers say they like custom content because it is tailored to their specific interests. The study, conducted by GfK Roper Public Affairs & Corporate Communications, is a companion piece to the recently released CMO study, which provides an in-depth analysis on CMO’s views on the use and effectiveness of custom media. The studies were commissioned by the Custom Content Council.

Among the findings:

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.  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.


The research was conducted via telephone interviews conducted with 1,005 adult Americans between March 11-13, 2011 through Omnitel, a product of GfK Roper. The objective of the research was to document the attitudes of consumers toward custom content and measure which types of custom content consumers are most familiar with.

About the Custom Content Council
The Custom Content Council (CCC) is the leading professional organization representing custom publishers in North America and is focused on promoting the growth and vitality of this dynamic marketing discipline. We define custom publishing as marrying the marketing ambitions of a company with the information needs of its target audience. This occurs through the delivery of editorial content – via print, Internet, and other media – so intrinsically valuable that it moves the recipient’s behavior in a desired direction. Marketers across the country, the media and other interested constituencies rely on the Custom Content Council as the authoritative source of industry news, data and trends, information on the effectiveness of custom publishing, and referrals to the top custom publishers in North America.