A curse for some, a blessing for others – and a farewell for everyone: Deutsche Post is stopping the delivery of its bundle of advertising brochures “Einkauf aktuell”.
After 21 years, it will soon be over: Deutsche Post will stop selling “Einkauf aktuell”. According to the parent company DHL, the reasons are increased costs for energy, paper and personnel as well as a “noticeable decline in demand” due to the pandemic, consumer restraint and the digitization of brochure advertising.
Deutsche Post is setting “purchase up to date”.
“Einkauf aktuell” was launched in 2003 and was most recently sent to up to 18 million households every week. The offer bundles advertising brochures from a number of companies, mostly from local trading companies, as well as a current TV program. Households in many metropolitan areas receive the direct mail unsolicited, provided they do not have a “No advertising” sticker on their mailbox. “Einkauf aktuell” is one of the print products with the widest coverage in the country.
There has been repeated criticism of the offer in recent years, partly because of the amount of waste that is produced. There was even a petition against the delivery. After protests, Deutsche Post replaced the wrapping plastic film with a paper banderole last year. Publishers of advertising papers and newspapers that are in direct competition with “Einkauf aktuell” took unsuccessful action against Deutsche Post’s offer before the Federal Cartel Office.
The postmen are supposed to deliver the bundle of brochures for the last time in April 2024. Post Marketing Manager Benjamin Rasch quoted the position of “Einkauf aktuell” as “not easy for us”.
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Source: Stern
