'Growing popularity of leaflets' could lead to rise of flyers

The economic climate is causing marketers to rely on traditional methods, it has been claimed.

Flyers could soon be rising in popularity among marketers, after it was claimed leaflets - or unaddressed advertising - were one of the success stories of 2011.

In an article for Marketing Week, Russell Parsons noted data from Nielsen Company showed the top ten biggest unaddressed advertisers spent £38.8 million last year, a 43 per cent increase on 2009.

Furthermore, he observed the used of the medium was widespread, reaching a cross section of some of Britain's biggest organisations.

The reason for the growth of such a traditional marketing method in a digital age lies in "an economic climate that demands caution, which leads to the increasing importance of data collection to demonstrate accountability," Mr Parsons explained.

He added the trend is likely to continue "for some time yet".

It comes after research conducted by ONEPOST revealed 79 per cent of people wish to continue to receive direct mail, suggesting materials such as cheap flyers remain popular among consumers.