We’ve heard from the Australian Catalogues Association that catalogues continue to grow in popularity and volume in Australia despite soft markets in other printing industry sectors, now that sentiment is being backed by the numbers, with industry bible, Pulp & Paper Edge, highlighting the growing volumes of catalogue paper stock entering the country.
The latest issue of Pulp & Paper Edge, published by IndustryEdge, reveals that continued catalogue volume growth in the local market is driving volume growth in coated mechanical papers in the country.
Coated mechanical papers are separated into two main grades, the light-weight coated (LWC) and the medium coated (MWC) papers. According to the publication, coated mechanical paper growth in Australian is occurring for both sub-grades albeit the growth is slow.
Pulp & Paper Edge suggests that the driver for modest growth in LWC consumption is increased use by retailers of catalogues and brochures even as other uses have declined.
The publication says:
“
In a changing communications world, where digital and electronic media paper appear to be supplanting paper and print, news of the growth in consumption of coated mechanical grade papers is often met with surprise. Of course, it is not the paper itself which is driving the demand. Rather, it is the end use to which coated mechanical grade papers are put, which is the driver.”
According to Pulp & Paper Edge, the volume of catalogues in Australia has risen by almost one billion over the past five or so years. In 2006-07, Australians received 7.4 billion catalogues. By 2011-12, that number had grown to 8.22 billion catalogues – with an average annual rate of growth of 2 per cent.
According to
IndustryEdge’s analysis of the figures, the implication is that, in general, catalogues now contain considerably more paper (and more pages) than they did previously.
With retailer and advertiser margins being squeezed ever tighter and other printed media facing declines,
Pulp & Paper Edge suggests seeming immunity of catalogue volume against this squeeze is due to catalogues’ track record. In short, catalogues are proven to work.
In 2012, research conducted by Roy Morgan and reported by the Australian Catalogue Association demonstrated in 17 of 28 separate categories of goods and services, catalogues ranked in the top three influencers of consumer purchasing decisions. In fact, in the case of groceries, it was found that catalogues influenced 52 per cent of purchasing decisions.
However, the publication also points out that, while the total volumes of catalogues in Australia is still on the rise, the total recorded value of the catalogues sector is in decline. In 2006-07 the total value of the sector was AU$1.6 billion. The value declined by an average of two per cent per year to $1.45 billion in 2011-12.
Clearly, the declining cost of each catalogue represents a value for money proposition for the end user, even as they are growing in weight, number of pages and paper use. The publication suggests this is one of the major drivers for increased consumption of catalogues.
To access the full report,
click here.
