Ken Bishop, chief executive of the Australian Catalogue Association (ACA), told ProPrint catalogues had an enduring popularity that had allowed the sector to keep expanding despite the financial crisis.
“They work. They’re effective. They’re cost effective for retailers and consumers still use them and love the way they save them money,” he said.
Australian retailers spend about $1.5 billion, or 60% of their total print advertising budget, on catalogues, according to the ACA.
“Our recent research indicates 70% of consumers make a visit to a store as a direct result of reading a catalogue and 85% of Australians are happy to receive them in their letterboxes,” Bishop said.
“When most cut back on advertising in fear of what would happen next, catalogues still experienced growth and have become an indispensable part of the marketing mix.”
The ACA awards night will be held in Melbourne on 10 August. Entries have now opened and close on 29 April.
IPMG’s Offset Alpine and Hannanprint bagged major prizes at last year’s awards. PMP, Franklin Web and AIW Printing also produced winning catalogues.
Bishop said the awards were highly regarded by printers, who sponsor major categories and bring their clients.
He told ProPrint he was expecting a crowd of 600-650 people. A host should be confirmed in June, he added, and would be a personality like previous MCs Mick Malloy and Kate Langbroek.
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