The channel that leads to
13.8 %* of Finns, about 546 000 people*, bought something because of printed direct mail in the past three months. That is the highest purchase rate of any measured channel, so for an advertiser print is a sales channel too.
01
When print works
Print works when the message has to lead to an action. Printed direct mail drives a purchase more often than any other measured channel. It also moves people: 12.9 %* of Finns, about 511 000 people*, visited a website or a store because of printed direct mail in the past three months. A press ad gives room to finish the argument, and the distribution area is drawn where the store actually is. We plan, build and optimise the mix that fits the objective at hand, and we size it precisely.
02
A few lessons from the channel
Printed direct mail leads to a purchase more often than any other channel. Its purchase rate is higher than social media at 11.2 %* and television at 9.3 %*. So plan print with the sales target first. The local paper is still the best way to reach people over 55 in the towns where the outlets are. A newspaper buying alliance is clearly the cheapest way to buy print across a wide area. Consumer response varies considerably between media, and the content of the message matters in relation to the objective. The split that works best is three blocks: hero messages, consideration messages and tactical messages. In print a tactical message carries far, as long as the offer and the address sit on the same page.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. We negotiate the deals and choose the titles, the buying alliances and the distribution areas by where the audience lives. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: ad versions in every size and for every distribution area, and the tracking of deadlines. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.
04
Sources
* NØRR3 Media Insights, Norstat panel, August 2026, n = 2 022, aged 18 to 74.
Examples of what we do
- Media strategy and channel selection
- Printed direct mail and distribution areas
- Newspapers, magazines and local papers
- Buying through newspaper alliances
- Deal negotiation and rates
- Ad versions in every size
- Marketing Engine
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