Mail in the publishing sector

This report on direct mail and the publishing industry looks at the dramatic changes seen in the UK’s book, newspaper and magazine markets.

The trend for digital content consumed on computers, smartphones, iPads, tablets, Kindles and e-readers continues, but print is still in demand among all demographic groups – particularly women and ABC1s.

MMC’s 2011 report uses research from Ebiquity, Mintel, Nielsen Ad Dynamix, the Royal Mail Consumer Panel and TGI to provide insights into consumers’ attitudes to direct mail from the publishing sector.

Key findings include: 

• Total ad expenditure in the publishing sector stood at £171m in 2010/11 - 21% of that was allocated to direct mail.

• 29% of publishing direct mail spend came from daily newspapers, while the magazine sector sent 67% of publishing mailings.

• 48% of adults who are heavy/medium general magazine users have done something in the past 12 months as a result of the direct mail they’ve received.

• There is significant scope for magazine, newspaper and book publishers to gain share of voice among 16-34 year olds.