Is print getting its fair share in advertising?

Ever wondered why advertising spending in print publications declined so rapidly and how much further this could go on? Or when is print getting its fair share in advertising? Interesting research from WARC/GWI compares advertising spend against media consumption. An index value above 100 shows that the advertising spending share is higher than the media consumption share, while a value below 100 indicates the opposite. In other words: print press had an advertising share three times its share of media consumption in 2013.

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30. November 2021 Blog No Comments on Is print getting its fair share in advertising?

Reading printed books is good for you – and your grades – Chart of the week

In the light of distance learning during the pandemic and the move towards digital media in schools there is probably not enough of a discussion on how reading printed books is impacting learning, the joy of reading and consequently the grades. The OECD in sifting through the 2018 PISA study results on school performance published their “21st-Century Readers” report this year, with some interesting findings.

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26. October 2021 Blog No Comments on Reading printed books is good for you – and your grades – Chart of the week

Average time spent reading e-mails – chart of the week

If you sent out e-mails you better come up with something to be read quickly. Litmus, describing itself as a leader in email marketing and analytics, published a report titled “State of Email Engagement” in which the average time spent reading an e-mail is only 10 seconds. This is down by 15% compared to the year before. In contrast to 2018 it is even 25% less time.

Average time spent reading e-mails
Average time spent reading e-mails
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7. October 2021 Blog No Comments on Average time spent reading e-mails – chart of the week

Recovered paper prices – chart of the week

If something is illustrating the current shortage in paper it is the rising costs of recovered paper. The chart shows German recovered paper prices – indexed for 2015 as 100%. China, once the main destination of recovered paper closed their borders for most waste materials in 2018 – which includes most recovered paper. This sent recovered paper prices into a tailspin. The bottom was reached during the first wave of the pandemic in 2020, when everything came to a standstill, at about 20% of the 2015 prices.

Recovered paper prices – chart of the week
Recovered paper prices Germany 2018 – 2021
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16. September 2021 Blog No Comments on Recovered paper prices – chart of the week

Door drops are dropping – Chart of the week

In many European countries door drops are a huge alternative to addressed direct mail. The DMA just published their 2021 Annual Door Drop Industry Report for the UK. It might not be a huge surprise that door drop volumes and revenues were dropping in 2020 – after all the pandemic forced many businesses to restrict activity and scale down marketing. Yet a 33.6% drop for 2020 is quite drastic.

UK door drop volumes
UK door drop volumes 2016 to 2020
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10. September 2021 Blog No Comments on Door drops are dropping – Chart of the week