Print reigns despite lockdown and digital increase: TRMC

The Real Media Collective (TRMC), an industry association representing the paper, print, publishing, mail and distribution industries, has released new data that shows readership of printed catalogues remained strong and well in advance of digital options.

The data, gathered by Roy Morgan Research, shows 83 per cent of catalogues read are printed, compared to digital which is sitting at just three per cent. Audience reach also remains steady at 20.1 million Australians.

“The home delivered catalogue channel provides Australians with the opportunity to make well researched and valued shopping choices on their own terms,” TRMC CEO Kellie Northwood said.

“People report catalogues as being a ‘useful’ media because they help them save money, compare products, research brands and build menus in their home environment.”

In terms of trust, the Roy Morgan Trust Index revealed the top five most trusted bands are retailers who use strong catalogue marketing to reach their customers – Bunnings, Woolworths and ALDI.

The other two in the top five, Qantas and NRMA, use the letterbox to communicate via loyalty and frequent flyer magazines.

“The astute retail marketers know how to use catalogues, they recognised how effective and welcomed the channel is and what content to include to ensure the highest readership and engagement from Australians,” she said.

“With more than 50 per cent of Australians reading printed catalogues, given large periods of lockdown saw no catalogues delivered and readership remaining high throughout the non-lockdown period, is impressive.

“In many catalogues FMCG wholesalers pay to have their products advertised, clearly these results show how important it is for those brands to be represented in print channels to ensure their brand is not forgotten or replaced with private label options.”

Key highlights from Roy Morgan figures:

• 86 per cent of Australians who have read a print catalogue in the last four weeks, read or looked into a supermarket catalogue in the last four weeks,
• 63 per cent of Australians who have read a print catalogue in the last four weeks, read or looked into a department/discount store catalogue in the last four weeks,
• 54 per cent of Australians who have read a print catalogue in the last four weeks, read or looked into a furniture/hardware/electrical store catalogue in the last four weeks

“Australians don’t live and breathe one media channel, we watch television, we listen to the radio, we read catalogues, we go online. We move between media all day, every day and because of this we see brands like Chemist Warehouse, Bunnings, Woolworths, ALDI and others using all channels to communicate their brand and product messages with the greatest impact for, in some cases, franchisors but also FMCG wholesalers. We have one of the highest reach metrics across all media channels, at 20.1 million Australians, bringing brands and products into the homes of every Australian,” Northwood said.

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