Retailers are back in the letterbox:
In recent years, there has often been talk of a retreat from leaflet advertising - many retailers have shifted their offer communication in favour of their own and digital channels. However, the current trend shows a more differentiated picture: the leaflet is back - in various forms - and is once again an integral part of the media mix for many retailers.
These companies are once again focussing on leaflet communication:
- BabyOne, Fressnapf and Siemes have been active again since 2025
- Mäc Geiz and KiK have been using brochures again since 2024
- Müller has been using leaflet advertising again since 2023
- Large catering chains are also increasingly turning to brochures
Clear words from the industry
The print industry itself is also observing a clear trend. Dr Ralph Dittmann, Managing Director of WKS Druckholding GmbH, states:
"The impact of inserts has increased in recent months. Circulation and print runs are increasing again - but nobody is reporting on it."
The figures speak for themselves: advertising papers are recording rising advertising expenditure - and MEDIA CENTRAL has also seen the strongest bookings in two years over the last few weekends.
Dennis Prien, Chief Sales Officer at FUNKE Media Sales, puts it in a nutshell:
"The printed leaflet continues to be extremely popular both regionally and nationally. The most successful model at the moment is the mix of digital and printed offers. As a communication channel that encourages purchases, leaflets remain the number one medium. In addition to local content, our readers also expect the latest offers from the business world. This is how retailers and consumers benefit"
The leaflet therefore remains a relevant channel. It provides an overview, creates trust and delivers offers directly to the home.
What does this mean for retailers?
There is no "one-size-fits-all" approach - but there are strategies that work. The decisive factor is what your customers really want. Print, digital or a clever, cross-media mix: those who communicate in a target group-orientated way gain frequency and sales.
Our offer to you:
MEDIA CENTRAL supports you with data-based analysis, local expertise and a strategy that precisely matches your target group. Regardless of whether you want to transform, reactivate or completely reorganise your leaflet strategy - we will accompany you step by step. With us, your offer communication remains OnPoinD.
Get in touch with us.