Flyers in Retail – Marketing Monster Tool and Large Scale Waste

Martin Tesar
@mattes_cz

In the Czech Republic 4 billion leaflets are printed annually, that is 390 pieces per person and it is an average of at least one flyer per person per day. From the statistics we know that around 80-90% of them are delivered, which means that about 400 millions of leaflets per year don’t end in the mailbox. The question is, where are they? In the trash, in recycling or simply not printed at all.

Usually it is an error on distributor’s side and he simply did not distribute them. It is systematic problem, when the distributor doesn’t deliver to some places or doesn’t have enough people to do so, so he recycles the flyers. This increases the number of mailboxes versus reality. Sometimes also the printer prints less flyers than he is paid for.