Even 'youthful digilovers' still trust catalogues

Even 'youthful digilovers' still trust catalogues
SHARE
THIS



The catalogue industry has released its first industry report as it moves to defend its place within the marketing mix.

The inaugural report is an important step for the industry, putting “real data” behind why retailers invest in the medium, according to the Australian Catalogue Association’s (ACA) executive director, Kellie Northwood.

“Catalogues are reaching 18.25 million Australians every week, which is a testament to their effectiveness and popularity,” Northwood said.

“For consumers, the inherent value of catalogues remains the same – they are engaging, tactile and effective. For retailers, catalogues provide the opportunity to communicate both product and brand messages to an undistracted audience.”

Grocery and discount variety stores use catalogues more than other retailers, with the catalogue industry worth $1.5bn, according to ACA.

The Annual Catalogue Industry Report 2012/2013 brings together research from Roy Morgan, AMP Capital’s Shopping Intent Report and a Sydney University study.

Catalogues have more influence on shoppers than television or search engine results, according to the study which referenced the AMP Capital study.

“This is apparent even among young shoppers, with 28% 18-24 year olds and 30% of 24-34 year olds nominating the catalogues as their first preference,” the ACA said.

The medium is also considered more trustworthy than the internet with the exception of “youthful digilovers who view catalogues as equally trustworthy as internet advertising”.

Return on Investment is also high according to the ACA, which here referenced a Sydney Uni study which found for every $1 spent on catalogue advertising $14.70 in sales were generated.

Women make up the bulk of catalogue readers in all categories except automotive.

Please login with linkedin to comment

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.