After 20 years, Deutsche Post AG has announced the discontinuation of the Einkaufaktuell product with effect from 1 April 2024, citing the increased costs for personnel, energy and paper, which make it no longer economically viable to maintain the ready-made mass medium Einkaufaktuell. The company also cites the shift of advertising spending to the digital world as a reason.
However, DPAG emphasises that the end of Einkaufaktuell does not represent a decision against the print medium. Benjamin Rasch, Chief Marketing Officer of the Post & Parcel Germany division, told Horizont: "For this reason, physical dialogue marketing will remain an important part of Deutsche Post's business in the future. Print will retain its raison d'être in the advertising mix." The distribution of leaflets via the Postaktuell product also remains possible, albeit under different conditions.
The issue of sustainability also had no influence on DPAG's decision - the switch to paper banderoles recently had a positive effect on the environmental image of the product.
As your partner for offer communication and with our many years of experience, our extensive network and the volume we manage, we see it as our task and top priority to ensure nationwide distribution structures. Using alternative delivery options such as direct distributors, publishers, advertising journals and other DPAG products, nationwide delivery with unchanged quality can be realised without any problems. It goes without saying that DPAG will also ensure that the service promise is implemented in high quality by 1 April 2024.
Of course, our experts are always available to answer your questions and advise you on your leaflet distribution and the ideal media mix, which should follow a hybrid approach. Further information can be found here: Local Media Mix Modelling - print and digital optimised from a single source.