B2B with a Twist Publication - Work • Stay • Play October Edition Work Stay Play Winter 2018 Edition | Page 11

Industry
Metrics
Industry metrics provide a quantitative analysis
of the catalogue industry to assist Media
Buyers in understanding the measurements,
comparisons and general performance of the
catalogue and letterbox marketing channel.
Tracking performance across market segments,
volumes, reach, size, value and comparative
channel analysis as well as international trends
allows marketers to understand the strengths of
the catalogue sector.
Audience Reach
No other media compares with the reach
of letterbox marketing. Increased housing,
population and strong letterbox distribution
throughout metro and regional Australia have
been key contributing factors in ensuring
catalogue readership performs well.
Industry volumes remain resilient, and catalogue
marketing has again proven to be a dominant retail
media channel. With steady industry volumes, the
emerging trends within the volume data are interesting
to review against other media investments.
Market Value
Most cost effective media when
Compared to all other channels
With a 19c entry point for catalogue
production and distribution, catalogue
and letterbox marketing is the most cost
effective media buying in the country. With
an Audience Reach of 20.1M, Readership
at 69%~ and Unit Price of 19c, catalogues
deliver the strongest return on marketing
investment.
» Television (Free-to-air) (14M)
» Television (Subscription TV) (3.08M)
» Magazines (12.5M)
» Commercial Radio (18M)
» Newspapers (16.8M)
Continued...
Whilst each channel has its strengths, when
compared with other channels, Letterbox
(20.1M)1 holds a dominant position:
Circulation
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