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- Title
Sind die Tage der gedruckten Prospekte gezählt? In der Handelswerbung wird verstärkt über die Rolle von Werbeprospekten diskutiert.
- Authors
Engel, Dirk
- Abstract
Advertising brochures are under discussion, not only since REWE announced that it would do without them in future. While for many consumers they are an accepted source of information for shopping, they are increasingly being put to the test by retail companies. But there is currently no single digital medium (yet) that could replace them. Retail communication is becoming increasingly fragmented. At the same time, the business model of print publishers to bring as many brochures as possible into households is working less and less well. These contradictions are increasingly aggravated, which is why a rethink is necessary: print brochures must become more relevant, more resource-saving and more efficient in order to continue to play a role in the concert of digital and non-digital advertising media. Therefore, the solution is not "No Print!" but "Smart Print".
- Subjects
PROMOTIONAL literature; ADVERTISING; CONSUMERS; BUSINESS models
- Publication
Transfer: Zeitschrift für Kommunikation & Markenmanagement, 2023, Vol 69, Issue 1, p36
- ISSN
1436-798X
- Publication type
Article