The number of new custom published magazines entering the marketplace in Britain in 2006 exceeded those launched in 2005, the previous record-holding year, by 16 percent. And it looks as though 2007 will be another record year.

Over the first six months of 2007 there has been a customer magazine launch for every working day in the UK, according to the Association of Publishing Agencies, which has 31 members producing publications for 350 leading companies in Britain and internationally.

“This [trend] is extremely encouraging for the industry, but not at all surprising as organisations are increasingly realising the benefits and value of a customer magazine as a part of an integrated marketing strategy,” according to APA's chief operating officer, Julia Hutchinson. is also enjoying an increase in usage of branded content across different channels including podcasts, the Internet, radio and television.