The Australian Catalogue Association's (ACA) annual report for 2012-13 found the industry is worth $1.5 billion, with catalogues reaching 18.3 million Australians per week.
The report also found that 66% of Australians aged 14 and over read catalogues, "which are considered more trustworthy than the internet by consumers".
ACA director Kellie Northwood told ProPrint: "Catalogues have remained resilient to fluctuations other media channels have experienced and over the past five years realised 7.8% growth, figures which reflect the strength of the channel. We estimate 2013 figures will reflect similar stability as previous years."
A recent report from Roy Morgan Research also showed that "printed communication is still one of the most effective ways of reaching consumers in the market to buy".
Australians prefer catalogues to the internet when it comes to researching groceries, toys, alcohol and electronics, although the internet is the first choice when it comes to cars, real estate and home loans, according to the report.
[Related: Gen Y prefers catalogues to internet]
AIW Printing chief executive Paul Ward told ProPrint that catalogues remain resilient "because of their ability to influence consumer buying behaviours". He added that technological advancements such as AIW’s Printlink have enhanced catalogues by allowing readers to purchase directly from the printed pages.
"Given the dominance of this marketing medium, it is frustrating to AIW and the catalogue industry at large that the catalogue medium continues to be ignored by most surveys and reports on the effectiveness or growth of various marketing channels, and it is good to see the Roy Morgan research generate some publicity reinforcing their effectiveness."
Franklin Web director Phil Taylor told ProPrint that catalogues were still the medium with the most influence on shopper purchases. "An integrated advertising campaign is 62% more effective when it includes a catalogue component," he said.
PMP chief executive Peter George also said that catalogues continued to be "very resilient and highly effective".
"Catalogues today are a critical tool for successful retailers. Consumers rely heavily on catalogues to make their purchasing decisions, making them a very cost-effective communication channel," he told ProPrint.
Salmat's head of target media solutions, David Webster, said the tangible nature of catalogues gave them a credibility that the internet lacked.
"Reaching consumers in a comfortable environment such as their own home, where they’re feeling relaxed, lends to a greater likelihood that they will absorb the content and take further action," said Webster.
[LinkedIn: What's the most effective advertising channel?]
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