CMDC Media Digest, 2015-2016
DIRECT MARKETING FLYERS FLYER ADVERTISING Print flyers have historically been the workhorse of weekly advertising This is particularly the case for retailers Print flyers provide measurable effectiveness when targeted to key consumer groups or geographies Increasingly advertisers are looking to both print and digital flyers as part of their toolkit for weekly product advertising There are emerging consumer groups who exclusively look for digital flyers but while their rate of growth is high their absolute numbers are still small The most valuable retail consumers tend to use both print and digital flyers There are more than 16 billion print flyers distributed annually in Canada at an investment of more than 33 billion The media is approximately 30 of the cost with the balance made up by pre press print production and transportation to the media The largest single variable is print production where the stock and number of pages can make a huge difference in the CPM Media distributors have created a very flexible selection process that lets advertisers choose relatively small geographic areas and the type of dwelling desired FLYER MEDIA Canadian retailers are still heavy users of print flyers The networks of community newspapers daily subscriber newspapers and flyer delivery services are healthy and growing in terms of the total number of households an advertiser can deliver to The media principally falls into two categories subscriber with or without extended market coverage and total market coverage Subscriber Newspapers Paid publications published five to seven days a week Papers are distributed to subscribers subs or through single copy sales SCS House and apartments are generally not separable EMC Extended Market Coverage Flyers distributed to non subscribers of daily newspapers Delivery is houses and or apartments and one day a week usually Wednesday or Friday TMC Total Market Coverage Community newspapers or flyer delivery services TMC distributors deliver flyers to all deliverable households within specified geography Delivery is houses and or apartments Canada Post and some distributors also provide coverage to businesses TMC distributors typically provide the best geographic targeting options Steve Acland President Geomedia 158 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL
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