RMC data shows 26.8% letterbox print spike

The Real Media Collective has reported a 26.8 per cent rise in the number of catalogues, pamphlets and other printed material landing in Australian letterboxes in May and says the dramatic rise is about more than the upcoming federal election.

The RMC uses its purpose-built PORTA metrics system to measure print and distribution data from its members to produce regular member-only reports which show emerging trends and patterns in the industry.

For the month of May 2019 the PORTA system has shown a dramatic year-on-year spike in the amount of printed collateral ending up in letterboxes with chief executive officer Kellie Northwood saying while federal elections always generate a significant bump it is not usually to this extent.

“You would probably expect to see a 10 to 15 per cent uplift because of the federal election but this is showing a lot more going out which is great for the industry,” Northwood told ProPrint.

“So while we believe a chunk of that is because of the federal election the figure is still a lot more which shows a rise in retail and brand activity.

“It shows that the channel is working, it shows that print is still really powerful and that’s what we are trying to make sure everyone understands as well.”

Northwood says members, including the large catalogue printers and distributors, submit statistics to the portal which de-identifies the data to remove company specific information and produces monthly and quarterly reports for members.



The figures come after Northwood positioned the Collective at its launch in December 2018 as being committed to promote ‘real’ media that delivers ‘real’ results by collecting industry metrics to provide a snapshot on the market and insights into each of the paper, print, mail, publishing, packaging and distribution sectors.

“As a whole the letterbox is a ‘print only’ media domain and as this channel receives less bills, the letterbox is becoming the newest shopping channel. A place Australians go to, to receive specials and value. Our research with Roy Morgan found Australian’s look to the letterbox for their new pair of shoes, this partnered with printed promotional material is a win-win for retailers and marketers investing in print, and ultimately a terrific outcome for our industry,” Northwood said.

The Real Media Collective reports metrics quarterly to members and is hosting a series of seminars across Melbourne, Brisbane and Sydney in June, presenting Customer Insights into Catalogue and Letterbox marketing, Direct Mail and Publishing sectors to customers investing in print marketing.  


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