Australian Catalogue Industry Report

October 26, 2017 3:52 am

Catalogue and letterbox marketing continues to deliver results and in a world with ever-increasing pressure to ensure every marketing dollar delivers a high return, catalogues hold their own.

Below are some highlights from the latest Australian Catalogue Association Industry Report:

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.

Whilst each channel has its strengths, when compared with other channels, letterbox is dominant.

  • Letterbox (20.1M)
  • Television (Free-to-air) (14M)
  • Television (Subscription TV) (3.08M)
  • Magazines (12.5M)
  • Commercial Radio (18M)
  • Newspapers (16.8M)

Source: Australasian Catalogue Association, 2017

Market Value

With a 19c entry point for catalogue production and distribution (even less for flyers), 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.

Source: Australasian Catalogue Association, 2017

Catalogue readership strong across gender & main grocery buyer

Catalogues continue to demonstrate effectiveness in shopper’s decision-making process. A key ingredient for the path to purchase. Catalogues keep shopper’s informed, aware and remain the strongest media influence when making household purchasing decisions.

Source: Roy Morgan Single Source (Australia), October 2015 – September 2016


When exploring the Top 5 Furniture Retailers in Australia, catalogues ranked first as the most influential media channel. Respondents were asked which channels were most influential, inspiring or easy to recall and catalogues were a strong performer when dominating influences.

Given the low-cost entry point of 19c and ability to showcase a wider product range, catalogues and letterbox marketing delivers strong Return On Investment for Retailers.

Source: BDA Marketing Planning, 2016

Media Most Useful

Catalogues rank 1st, 2nd and 3rd in sixteen categories across twenty-eight sectors in the media most useful when making a purchasing decision.

Performing strongest in Grocery, Alcoholic Beverages, Children’s Wear, Toys, Clothing & Fashion and Cosmetics & Toiletries with number one ranking most useful and second or third in Automotive, Electrical, Homewares and Property sectors.

Source: Roy Morgan Single Source (Australia), October 2015 – September 2016

The full industry report can be seen here

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This post was written by Nikki Hopkins

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