Put the gloss on your campaign

New research shows that inserting catalogues and brochures into newspapers can deliver

strong campaign results for advertisers.

5.3 million Consumers say the last catalogue, brochure or leaflet they read was found in a newspaper or magazine.

Source: emma, 12 months to June-15

6 in 10 seen a catalogue inserted in a newspaper this week.

In last 7 days In the last 2 weeks In the last 3 months Don’t know

60

13

62

Source: The Newspaper Works Inserted Advertising Survey, August 2015. n = 401

Inserting marketing collateral in newspapers helps brands to stand out from competitors

Other

Finance/Insurance

Automotive

Telco

Travel

Alcohol

Hardware

Fashion

Pharmacy

Dept store

Furniture

Grocery

Electrical

5.49

5.99

17.96

21.7

22.94

24.44

25.69

26.18

29.68

38.4

43.89

45.39

55.36

Consumer Recall of Categories Advertised in Newspaper Inserted Ads (%)

Source: The Newspaper Works Inserted Advertising Survey, August 2015. n = 401

One in five have ‘No Junk Mail’ sign

Yes, 17%

No, 83%

Do you have a 'No Junk Mail' sign on your letterbox?

Source: The Newspaper Works Inserted Advertising Survey, August 2015. n = 401

Catalogues can play a role in improving brand attitudes.

Raise an important issue

Encourage you to think differently about the brand

Remind you of the TV advertising for the brand

Give you a good feeling about the brand

Give you a reason to buy, use or find out more about the brand

Give you more information about the brand

1.75

5.23

9.23

11.22

22.69

30.67

The RoleMapTM measures how consumers connect with newspaper advertising across the six roles.

Source: The Newspaper Works Inserted Advertising Survey, August 2015. n = 401

Catalogues drive readers into action

Email someone or share information online

Make a phone call to find out more

Buy or try the brand/service

Mention the brand/service advertised to family or friends

Visit store/ Look out for the brand/service

Search online for more information

Other action

Remembered the brand/service for later

Keep the leaflet/catalogue/brochure

1.75

2.74

6.98

7.73

9.23

9.48

11.72

23.94

24.94

Actions taken after seeing newspaper inserted ad [%]

The ActionMapTM expands on RoleMap to provide an understanding of the types of action a newspaper ad inspires.

Source: The Newspaper Works Inserted Advertising Survey, August 2015. n = 401

Methodology

• In August 2015, a questionnaire was administered online to a research panel of Australians drawn from all states and territories.

• Research was undertaken by Research Now, a third party market research agency.

• A nationally representative sample of 500 consumers aged 18+ were interviewed.

• Data was weighted to reflect the distribution of the Australian population based on ABS census data.