Time to ditch flyers?

In the media and advertising world in Germany the decisions of major supermarket chain Rewe and home improvement store chain Obi that it is time to ditch their flyers made headlines recently. Both are a staple in the post boxes or are distributed as inserts in newspapers or free magazines. Instead, both companies announced that they will be focussing on digital channels in the future.

Both companies cited as main arguments for ditching the flyer environmental concerns. This might be true, although none cared to make a calculation of the environmental impact of replacing print with digital media – nor mentioning that they considered making their print products more environmentally friendly.

The true reasons are likely cutting costs (possibly tied in with the high paper prices) and the belief that customers are better served by digital. It might as well be the perennial urge in retail/marketing to jump on the latest bandwagon.

The catch might be whether customers will follow. The Austrian Post made an interesting end user survey in 2019 on, among other factors, which advertising channels are consulted before making a purchase and which advertising channels are the most amiable (in lack of a better translation of the German word “sympatisch”). Displayed are selected results for the category of groceries.

Effectiveness of advertising
Purchase drive and Likeability of advertising

Flyers, or small catalogues, tick both boxes in being consulted most often and being the most amiable/likable/pleasant – by a wide margin. Digital channels rank much lower, especially on the likeability scale. This is certainly down to the more mundane nature of groceries as most people do not consult the web before buying a pack a bottle of milk. Both companies are not selling high-tech products, rather products of daily living. Flyers are still the easiest and best inspiration in this category, even for younger buyers.  It might be a premature time to ditch flyers.

All The News That’s Fit To Change

In a world that is moving to electronic media, one of the biggest strongholds of printed news is its credibility. Even in a media wary environment this is being confirmed again and again. Should a newspaper not rather bank on that trust than undermine it? If the online edition of a renowned newspaper changes their headlines to get more views, is this already clickbaiting? 

In their study “All the Headlines that Are Fit to Change: Analysis of Headline Changes in the Media Industry” researchers at Wake Forest University found that The New York Times regularly changes the headlines of their online articles. During the period observed in 2021 about 14% of all headlines were changed relatively immediately after they were published. Another 6% were subject to A/B testing, in which different readers were shown differing headlines.

Print Magazine launches doubling – chart of the week

The pandemic did show us many processes moving digital. Communication is no exception. There is a huge push to move books to digital, although there are grave disadvantages. Magazine has been a bit under the radar and the declines in circulation in many countries are known. The better to see that launches of print magazines rebounded after the pandemic slump in 2020. According to Mr Magazine, Samir Husni, U.S. print Magazine launches were doubling in 2021 compared to 2020.

US print magazine launches 2019 - 2021

Popular in the pandemic – Google searches analysed

What analysts and marketers like about the internet is that everything is measurable – as pointless as it may be in many cases. Yet there is a bunch of internet stats that are helpful or at least entertaining. The latter is in my view a website that analysed Google searches and looked at how popular product search terms were in the pandemic.

For the printing industry most categories are of limited interest as mostly consumer goods made it to the searched item roster. Keywords and categories were sourced from Google product taxonomy. Results are restricted to searches on Google Shopping in the US only. The analysis ranked products and their search terms into three groups.

European print production 2021 – Chart of the week

Starting into the new year is a good time to have a look at the European print production developments in 2021. For the full revenue data to trickle in we have to wait several months – even for the first countries to report. The full data on Eurostat might be even two years out as Eurostat just about managed to publish 2019 revenues now.

The next best thing is to look at the monthly production index data published by Eurostat. Data is now available until October 2021. The best fitting category in the database is “print and reproduction of media” – with print production making up the lions share in that category. The data is based on the average 2015 volumes as being 100 index points. Starting values in the 90s for 2019 shows that print production volumes already declined before the pandemic hit in early 2020.

Print production index data