Print advertising
Customers miss printed advertising brochures
To plan their purchases, many people still use classic paper brochures from the dealers. If these are set, this is often not well received.
Some retailers such as Rewe and Obi have abolished their classic advertising brochure. However, some customers see this negatively. According to a survey by the IFH Cologne trade institute, 52 percent of people affected miss print advertising. This refers to people who used to read brochures regularly who were then hired. 62 percent therefore state that they now receive less information about offers from the relevant dealers.
As a result, almost every second one buys less from these providers (45 percent). Many customers do not have a big favor on the apps in which retailers often offer additional discounts. 45 percent find it complicated to have to use other channels or media. 49 percent of those affected are now reading more brochures from other chains, which are still relating to print advertising.
As part of a study in February 2025, the IFH interviewed around 1,260 people in Germany. Overall, the print brochure is enjoying unchanged popularity. 78 percent of all survey participants read the printed advertising once a week or more often.
The proportion is as high as in previous surveys. According to the IFH, the range of classic brochures is still large. They receive 83 percent of German households. The most common usage motives: find bargains, save money and plan to buy.
Paper reading more relaxed
There are reasons for the fact that the printed brochures are in demand. 87 percent perceive reading as cozy and relaxed. The online alternatives indicate 72 percent. The remaining 28 percent find reading as stressful and exhausting. Nevertheless, online media such as apps and websites have strong growth and are increasingly used by consumers. Many read both print and online advertising.
The Rewe supermarket chain had announced in 2023 not to send the paper books anymore. The OBI hardware store has not been distributed since 2022. The reason for this is the falling advertising expenditure of corporate customers and the increased costs of energy, paper and staff.
dpa
Source: Stern
