Reach that works
No other medium reaches as many people every week as the brochure - even in 2025. With a reach of 83%, the haptic brochure remains the "basic medium" in the media mix. It bridges all age groups and household structures - from thrifty singles to families of four with double earners. It is also read more than once in almost half of all households.
But the brochure is more than just a medium with a wide reach. Those who use it have a specific need and are in the mood to buy or save. According to Prospektmonitor 2025, almost one in two people plan their purchases with printed brochures. Conversion therefore begins long before the point of sale - and directly increases frequency and sales.
Printed brochures influence emotions and purchasing behaviour
The printed brochure also benefits from psychological effects: Anyone who sees discounts automatically associates them with printed brochures. Existing customers also use it to confirm their loyalty to the retailer. Long-term customer loyalty also benefits, as the perceived price elasticity and product variety influence the decision to buy from retailers. According to the secondary analysis supplement from 2023 (Schramm, Meitz & Partners).
The latest edition of Prospektmonitor 2025 also looks at emotional attachment to brochures: 87% say that reading printed brochures has a cosy and relaxing effect on them. 50% of consumers devote up to 5 minutes to the brochure, one in five even up to 10 minutes.
In addition: brochures give consumers a feeling of control and orientation:
Control: 'Finding bargains' is cited by 64% of consumers as a reason for reading printed brochures. Saving money and planning the weekly shop follow closely behind. Consumers also associate offers found in printed brochures with reliability and credibility.
Orientation: Brochures are also used for a targeted search for products and good prices. This was stated by 48% of respondents. The other brochure readers tend to use them for browsing and inspiration. This confirms the mix of needs that a brochure can fulfil.
Conclusion:
The brochure is not a relic - but a resonance medium. It is tangible, plannable, converting. Retailers who use this popular medium strategically not only activate target groups - they also create frequency, trust and sales. Especially in times of digital sensory overload, the brochure acts as a reliable beacon in the sea of information.
MEDIA Central supports you in optimising your brochure distribution. We analyse your area and develop the ideal channel mix - tailored precisely to the affinities of your customers.
Let us work together to find the best strategy for your success. Get in touch with us!