Why More Aussies Now Read Catalogues Than Newspapers

Why More Aussies Now Read Catalogues Than Newspapers
SHARE
THIS



This week Roy Morgan Research revealed that more Australians now read catalogues than newspapers. In this piece, Salmat gives us the run down on why that is.

Today almost 10.5 million Australians (aged 14 and over) look at one or more catalogues a week, and this number is expected to grow.

In fact, catalogue readership has been growing since 2013, bucking the continuing downward trend in readership seen by newspapers. Today, catalogues reach over 600,000 more readers in an average seven-day period than metro newspapers, and around 4.3 million more than local/community newspapers.

Roy Morgan - Reach of Catalogues and Newspapers in an average weekAt Salmat we’re not surprised by the figures at all. Previous Roy Morgan research has found that Letterbox Media is read and enjoyed by people young and old and in every life stage. In fact, between 2013 and 2015, Letterbox Media has been the fastest growing media with Gen Z, while newspapers, magazines, commercial TV, radio and even Facebook have been losing traction with this generation.

Letterbox media also reaches 64 per cent of big spenders, 50 per cent of young singles, 64 per cent of young parents and 65 per cent of online shoppers, to name a few.

1 - Salmat - Change of reach with Gen Z 2013 to 2015

Last year we worked with Nielsen to understand why catalogues continue to retain their appeal, and found consumers use catalogues to relax and indulge in a few moments of ‘me’ time. It’s just like magazine browsing but it’s an escapism that is free, and best of all, something you can afford to buy into. Often people read catalogues while sitting on the couch, eating a meal or lying in bed.

We also know that reading catalogues delivers a range of psychological needs for consumers. It inspires both creativity and nurturing by offering inspiration and the ability to find that perfect present for someone special. It also empowers people by putting them in control. They get to pick what they read, what they buy and above all, how much they spend. Bargain shopping makes a person feel good and feel clever – they wear their ‘value shopper’ badge with pride.

The benefit for advertisers is that Letterbox Media is cost effective and highly targeted. Where other print media can have a lot of wastage, Letterbox Media can be targeted to ensure you are reaching the households that fit your target market in the relevant locations. It’s also a proven vehicle for driving sales. GfK found that while 80 per cent of people reading printed catalogues are ‘just browsing’, 59 per cent of those browsers are converted into buyers as a result of reading a printed catalogue.

Catalogues have a long, proven track record for Australian retailers, and now that retailers are beginning to blend print with digital, this media continues to go from strength to strength.

Latest News

GDPR “Could Be A Content Killer”, Says Expert
  • Advertising
  • Media

GDPR “Could Be A Content Killer”, Says Expert

The way the European Union’s General Protection Data Regulation (GDPR) is interpreted could have a severe impact on publishers, according to one expert. The GDPR was introduced on 25 May 2018 to help consumers protect their data and reshape the way organisations approach data privacy through a consent model. Speaking recently at a roundtable event […]

by B&T Magazine

B&T Magazine
Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.