Catalogue Association Says Catalogues Are Back In Style

Illuminated stack of glossy magazines at night. Abstract shot of open magazines piled on table. Macro shot with shallow DOF
SHARE
THIS



The Australasian Catalogue Association (ACA) has released its latest Industry Report, with the findings suggesting catalogues are the medium of choice for high-income families.

Targeted campaigns are more critical and on trend for 2015, as the industry increased its focus on the demographics catalogues were reaching.

Roy Morgan research found the highest consumer segment reading catalogues is ‘Leading Lifestyles’ – high-income families typically owning their own home in the inner suburbs. Interestingly, this consumer group includes sub-categories of ‘Savvy Self-Starters’, ‘Humanitarians’, ‘Progressive Thinkers’, ‘Worldly Wise’ and ‘Successful Bureaucrats’.

Content marketing is the key trend to watch this financial year, with everyone from large retailers to tech start-ups and boutique brands reporting successful custom publishing results.

Woolworths’ Fresh magalogue is the most read food brandzine in Australia, with a readership of 1.7 million across the country.

Content heavy information catalogues such as Style Guides, Cooking Magalogues, Nutritional Guides and more show catalogues have shifted from a strong sales device to a stronger brand awareness and positioning tool.

The half-yearly report reveals catalogues enjoy enviable engagement, with Australians spending an average of 26 minutes a week reading printed collateral.

Monday to Friday, Australians spend an average of 26 minutes reading printed collateral. Saturday readers spend an average of 23 minutes and Sunday readers 24 minutes with their catalogues, leaflets and brochures.

The time people spend reading catalogues is one of the greatest strengths of the media channel. Brands being able to communicate one on one with consumers, for over 20 minutes is extremely valuable.

Marketers are rebalancing their mix when investing in media channels.

Print is an important part of the mix delivering strong results to marketing investment and the multiple touch points of a catalogue deliver continued value.

The ACA Supplementary Catalogue Industry Report – March 2015 is an update on data released in last year’s annual industry report of 2013/14. It is available upon request via the Australasian Catalogue Association.

Please login with linkedin to comment

GHG Australia

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]