Danes giving printed advertisements the death push

November 3rd, 2014 3:25 pm| by admin

Netto, SuperBrugsen, Fakta, Kvickly, Bilka, Føtex, Irma, Rema 1000, Lidl, Aldi. The list of the printed ads that clog up your physical mailbox on a weekly basis goes on and on. But that could change in the not-so-distant future.

In 2012, fewer than three out of every ten households nationwide said 'no thanks' to receive ads through the mail, but that has risen to almost four out of every ten households this year.

Per Østergaard Jacobsen, a lecturer at Copenhagen Business School, argued that the dwindling interest in ads via the mailbox will eventually spell the end of the printed advertisements.

”The supermarkets are given a number of marketing grants from their distributors – something in the region of 12 billion kroner,” Jacobsen told DR Nyheder.

”But if they can't document that people want to read ads, then it will be difficult to obtain advertisement grants.”

READ MORE: Copenhagen to get its first ‘free’ supermarket

Digital transition
Jens Juul Nielsen, the head of information at Coop Danmark – the owners of SuperBrugsen, Irma, Fakta and Kvickly – admitted that the printed ad is nearing its death knell, but it's too early to drop them just yet.

And Nielsen contended that the ads are still reaching their customers, but via digital platforms.

”We see a new generation of consumers emerging who find it natural to seek out offers on their mobile phones,” Nielsen said.

"So the transformation is occurring at an acceptable rate."