According to new research conducted by Roper Public Affairs and commissioned by the Custom Publishing Council (of which Hammock Publishing is a founding member), 80% of Americans (the general adult population) is familiar with custom publishing and at least two-thirds of American adults read them.

The survey was conducted among 1,004 American adults to measure awareness of custom publishing magazines and newsletters. The survey was fielded from March 4 to March 6, 2005. The margin of error for this study is +/- 3 percentage points, and will be higher for subgroups.

Here are some highlights of the research:

Eight in 10 Americans have at least some awareness of custom publishing.

When asked how familiar they are with seeing or receiving custom publishing materials, eight in 10 Americans (81%) say they say they have at least some awareness of custom publishing[1]Over one in four say they are very aware of them (27%) and four in 10 are somewhat aware of these materials (40%).

Two in three Americans look through custom publishing materials at least occasionally.

Two in three Americans (66%) say they pick up custom publishing materials and, at a minimum, flip through them at least occasionally. An additional 27% does so rarely and only 7% say they never look through custom publishing materials.

While strong majorities of both genders do, more women than men look through custom publishing materials.

Women are more likely than men to say they look through custom publishing materials at least occasionally, however strong majorities of both say they do so (70% vs. 62%, respectively).

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