Bindella’s recipe for successful customer magazines

One of the main objectives of a customer magazine is to strengthen the corporate brand. But to spark the audience’s interest in reading in the first place, it must also meet their information needs. Many companies struggle with this task. It’s not for nothing that the customer magazine is often referred to as the supreme discipline in custom media. «La vita è bella» manages to connect the brand with its audience through articles that inform and entertain without feeling like advertising or promotion. The magazine imparts useful knowledge, such as wine recommendations and expert tips, that offer real added value. In the cover story «My... », a winemaker takes readers to their home region and shares insider tips that are more valuable than many travel guides. At the same time, the content is presented in an easy-to-consume format, which is invaluable in an age where different media are vying for the attention of their audiences.

An appealing layout is crucial to engaging and retaining readers. Customer magazines also compete in terms of design with paid-for titles. Even the best content won’t be read if it isn’t attractively presented. In «La vita è bella», Bindella uses a modern, uncluttered design that’s light and elegant in the way it combines information and emotion. From contextual info boxes and maps showing geographic locations to lively combinations of fonts in headlines, it’s all based on Bindella’s corporate identity and design, with the corporate colours complemented by atmospheric Mediterranean and seasonal tones. Ninety per cent of the photos are taken exclusively for the magazine, resulting in a high proportion of authentic images. The magazine readers to linger without becoming visually tiresome – a difficult balancing act to master, as the jury’s verdict confirms: The visual imagery is appetising and conveys the character of the Bindella brand, synonymous with joie de vivre, pleasure and quality.

«La vita è bella» shows how an outstanding customer magazine achieves the perfect blend of understanding your audience, quality content, authentic storytelling and appealing design. Bindella succeeds in holding the attention of its readers with interesting and easily consumable content, while making the brand essence – pleasure and joie de vivre – tangible on every page. Customer magazines are much more than c    wjust corporate communications: they create real experiences and leave a lasting impression. A successful customer magazine inspires, motivates and strengthens the connection to the brand in the long term.