While some retailers are saying goodbye to brochures, others are focussing on this popular advertising medium. The effect seems to be convincing when retail companies such as BabyOne, Fressnapf or KiK return to the brochure as a central instrument for communicating offers.
In recent years, there has often been talk of a retreat from brochure advertising and many retail companies have shifted their offer communication in favour of digital channels. However, the current trend shows a more differentiated picture and for many retailers the printed brochure is once again an integral part of the media mix. According to information from MEDIA CENTRAL, companies such as BabyOne, Fressnapf, Siemes, Mäc Geiz and KiK have been using brochures since 2024. Müller and large catering chains have also been using brochure communication again since 2023.
The print sector is also observing a clear trend. Dr Ralph Dittmann, Managing Director of WKS Druckholding GmbH, notes: “The impact of inserts has increased in recent months. Circulation and print runs are increasing again – but nobody is reporting on it.” The figures speak for themselves when advertising supplements record rising advertising expenditure.
Dennis Prien, Chief Sales Officer at FUNKE Media Sales, adds: “The printed brochure continues to be extremely popular both regionally and nationally. The most successful model at the moment is the mix of digital and printed offers. As a communication channel that encourages purchases, brochures remain the number one medium. In addition to local content, our readers also expect the latest offers from the business world. This is how retailers and consumers benefit.” The brochure remains a relevant channel, provides an overview, creates trust and delivers offers directly to the home.
MEDIA CENTRAL
MEDIA CENTRAL is an independent reach manager for the retail sector – and the European market leader for unaddressed household advertising. With around 300 employees, MEDIA CENTRAL manages more than 15 billion brochures a year and develops data-based communication solutions along the entire offer communication chain. Retail companies in 24 European countries rely on the implementation expertise of the Mönchengladbach-based company.
