MARKETING | Staff Reporter, Australia

Letterbox Media is the most widely read form of print advertising in Australia

Read by 56% of all people, according to Roy Morgan.

Its mother company, customer communications provider Salmat has launched a new campaign -- dubbed as "Send a Big Idea" -- which take findings from recently commissioned research from Nielsen, along with Roy Morgan Single Source data, to confirm the strength of the letterbox medium.

Roy Morgan's data revealed that Letterbox Media is read by 56% of all people which means it has the ability to engage with far greater audiences than Women's Magazines (read by 29% of all people), Weekday Metro Newspapers (33% of all people) and Community Newspapers (33% of all people).

Adding that in average, letterbox media and catalogues are read by almost 11 million Australians, which include:

  • 62% of big spenders
  • 48% of young singles
  • 57% of young families
  • 63% of online shoppers
  • 55% of smartphone users

Salmat has over 34 years experience in catalogue distribution and delivers to 17 million people twice a week, every week holiding a 65% Market Share in Australia. In addition, the group noted that it delivers on behalf of most major weekly catalogue advertisers in Australia.

The group is currently pioneering the digital catalogue space with its Universal Catalogue and integration with ShopReply and MarxentLabs'.

One aim of the campaign is to debunk popular misconception, said Head of Salmat TMS, David Webster.

“The data and research that is part of the ‘Send a Big Idea’ campaign dispel some of the myths that exist about Letterbox Media. Since Letterbox Media is the most widely read printed media, across all age brackets and socio-economic groups, it is absolutely one of the most relevant channels for advertisers to include in their media mix."

"'Send a Big Idea’ is designed to start reframing marketers’ and media agencies’ perceptions about
Letterbox and remind them of how it can provide a direct path for brands into the home," adds

The Nielsen study indicated the three main reasons that so many consumers are reading letterbox advertising is because:

  • it occupies quiet moments, keeping readers informed about what’s available
  • it relaxes people in their "me moments"
  • it supports specific buying occasions, facilitating ‘where’ and ‘what’ shopping decisions

Developed by Common Ventures, the Salmat group wants to use the campaign as a catalyst to get marketers from non-retail verticals to think about how letterbox advertising could be used creatively as part of their next branding or awareness campaign.

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