Catalogues are the medium of choice for high income families, according to findings in the latest Industry Report released by the Australasian Catalogue Association (ACA).
Kellie Northwood, ACA CEO, said targeted campaigns were more critical and on trend for 2015, as the industry increased its focus on the demographics catalogues were reaching.
“Roy Morgan research found the highest consumer segment reading catalogues is ‘Leading Lifestyles’ – high income families typically owning their own home in the inner suburbs. Interestingly, this consumer group includes sub-categories of ‘Savvy Self Starters’, ‘Humanitarians’, ‘Progressive Thinkers’, ‘Worldly Wise’, and ‘Successful Bureaucrats’,” she said.
Content marketing is the key trend to watch this financial year, with everyone from large retailers to tech start-ups and boutique brands reporting successful custom publishing results.
Woolworths’ Fresh magalogue is the most read food brandzine in Australia, with a readership of 1.7 million across the country.
“Content heavy information catalogues such as Style Guides, Cooking Magalogues, Nutritional Guides, and more show catalogues have shifted from a strong sales device to a stronger brand awareness and positioning tool,” Northwood said.
Northwood said that Monday to Friday, Australians spend an average of 26 minutes reading printed collateral. Saturday readers spend an average of 23 minutes and Sunday 24 minutes with their catalogues, leaflets, and brochures.
“The time people spend reading catalogues is one of the greatest strengths of the media channel. Brands being able to communicate one on one with consumers, for over 20 minutes is extremely valuable,” she said.
Northwood said marketers were rebalancing their mix when investing in media channels.
“Print is an important part of the mix delivering strong results to marketing investment and the multiple touch points of a catalogue deliver continued value.”
The ACA Supplementary Catalogue Industry Report – March 2015 is an update on data released in last year’s annual industry report of 2013/14.
