The ABC still talks about custom magazines, magazines published on behalf of brands or organisations, even as the companies producing these magazines now prefer to talk about content marketing, and refer to themselves as content marketers rather than publishers.
For the ABC period October 2012 to December 2012, the custom magazine category saw a significant decline as the total number of magazines circulated (per issue) falling to 12,704,431 from 13,416,345. This was primarily because two of the cellular giants pulled the plug on their custom titles. Vodacom discontinued Vodacom Now! (circ 866,090) as did Cell C with its namesake title (circ 126,446). Click sheared nearly 200 000 copies from its club magazine. Dish Commercial (160,424) also closed).
