Newspaper vs Mailbox

Key findings:

• Advertising inserts are the most likely media to influence a consumer’s buying decision
• They are the most popular form of media that shoppers turn to when looking to help with their purchase decisions
• Almost 10 million, or 56% of Australians, agree that they read the ads in newspapers
  and magazines.
• The consumer relationship with newspaper inserts is more emotive: 
  -  An extension of my newspaper
  -  Keeping me in touch with quality brands, not just bargains
  -  More lifestyle oriented than ‘shopper’ oriented
  
  

Research looks into:

• Consumer relationship with different types of direct mail (targeted and non-targeted)
• Purchasing decisions and behaviours brought about by newspaper inserts
• Comparative consumer involvement experiences between newspaper inserts and letter box drops
• The influential role newspaper inserts play
• Newspaper insert usage by demographic and product category

Download the full presentation below. 

Want to know more? 

• Newspapers vs Direct Mail: Research from New Zealand's Newspaper Advertising Bureau compared the performance of newspaper inserts against unaddressed mail.
• Asda newspaper inserts: This UK case study showed that newspapers carrying Asda's Christmas Gift Guide out-performed door-drop leaflet distribution.