Paper advertising has long been tipped as being on the way out, but small advertisers say they are expecting a post-pandemic pick-up in business.
Manish Dholu owns a Perth-based pamphlet delivery company and says demand is growing across the suburbs, despite an increase in ‘no junk mail’ signs on letterboxes and the rise of digital marketing.
“Right now, we are delivering to around 300,000 to 350,000 letterboxes per month,” he says.
“That number has gone down a bit because of COVID because we used to have 25 scooter riders and right now I’m down to 10.
“So I’m looking forward to getting some more riders on board and hopefully we can reach more than 400,000 or 450,000 letterboxes per month.”
While some find it a nuisance to see their letterboxes filled to the brim with advertising material, Mr Dholu says others relish the opportunity to hunt for discounts in their local area.
“[Online advertising] has affected us a little bit, but I believe people still want to feel the flyers or feel the promotion in their hands and their letterboxes and it is working for many of our customers,” he says.
“I would say [paper advertising] will be around for the next 10 years at least.”
No junk mail
Mr Dholu says in the past two years he had seen an increase in the number of ‘no junk mail’ signage on letterboxes and properties, particularly in Perth’s western suburbs.
“If it is a developing or new area there are less ‘no junk mail’ signs, but ‘no junk mail’ signs are gradually increasing in every suburb,” he says.
“We charge our clients based on the number of flyers we can deliver so the ‘no junk mail’ signs obviously affect our business.
“But that is a choice for residents. If they don’t want to get the promotions and flyers in their letterbox and have a sign we can’t do anything about that.”
Email v snail mail
Marketing and consumer Professor Gary Mortimer says the rise of digital and targeted advertising means letterbox pamphlets are no longer an effective advertising method for businesses.
“When you open up your letterbox there’s stuff in there that’s just not at all relevant to you,” he told Tom Baddeley on ABC Radio Perth.
“So we’ve certainly seen the emergence of digital marketing as a more effective way to connect consumers with products they may actually want to buy.
“If you’re like me that junk mail arrives in your mailbox, and you take it from your letterbox and straight into your recycle bin, and it generally doesn’t see the light of day.”
Professor Mortimer predicts paper catalogues would soon disappear altogether with major retail chains discontinuing printed advertising.
“The big supermarkets Coles and Woolworths have stamped out using their paper catalogues and certainly having their paper catalogues delivered to your home address,” he says.
“They’re still available in store but not actually being delivered around the country.
“Bunnings is the more recent one stamping out the use of paper catalogues being delivered to your home.
“They’re realising it’s not an effective way to connect with customers. There’s the environmental footprint as well.
“We’re chopping down trees to create these products only to put them straight into the bin.”
Ignoring signs a breach of code
Letterbox distribution companies can opt in to adhere to an industry code of conduct set by the Distribution Standards Board.
The code states that companies must not place material in letterboxes where a ‘no junk mail’ sign is displayed and clean up any litter caused by incorrect delivery practices.
According to the Distribution Standards Board, postal and letterbox networks reach more than 28 million Australians and New Zealanders every day.
But for Mr Dholu, junk mail signs are not his biggest obstacle.
“Some people [verbally] abuse them, or try to hit [delivery riders] with a stick,” he says.
“In the past three or four months, we had two incidents where somebody tried to hit our riders with an iron rod.
“So sometimes I go over there, try to speak with residents and say if you have any issues, you can always give us a call but some residents are really, really aggressive.”
Opinions divided over junk mail delivery
Some listeners to ABC Radio Perth say they value junk mail pamphlets:
Anonymous: “Don’t ban physical junk mail. Ban electronic junk mail by making it illegal for companies to share your data when you sign up to them. Then you won’t end up getting emails from companies you have never heard of.”
Nardia: “No, don’t ban junk mail. It has provided employment for several people I know, with exercise and fresh air. Plus I get to see the shopping specials.”
Tracey: “My sister’s three children all did the junk mail delivery for many years. They made lots of money, and then got jobs for a local business after they offered to deliver their pamphlets for free. They all work there now.”
While others want to see an end to pamphlet delivery:
Peter: “Junk mail sticking out of letterboxes means the house is not occupied and can be burgled! It is littering.”
Lucy: “Ban those junk mail catalogues [and] pamphlets. Also ban those post-paid letters which are delivered by the postie that are addressed to ‘the resident’ or any postcards from estate agents.”
