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ECRM: Retail circular advertising trends, March 2013


ECRM compared retail circular advertising in March 2012 vs. March 2013 and noticed some common overall trends across top retail chains. Surprisingly the total number of pages per circular increased across the majority of retailers included in the study which shows that retailers are still focused heavily on their print circulars.

ECRM found several retailers including; CVS, Kmart, Meijer, Sears, and Target Stores increased the number of pages in their circular but decreased the number of ad blocks. Such findings indicate these retailers are increasing the size of their ad blocks in an effort to make the products more visible to the consumer following the lead of retailers like Walgreens who revamped their feature print ad approach early last year.

About ECRM’s Business Intelligence:

ECRM’s Ad Comparisons technology captures promotional data from the top U.S. and Canadian retailers in all major markets. Ad Comparisons captures over 40 metrics for each ad block and provides hundreds of analytic reports to put the advertising data in context. Ad Comparisons takes an individual approach to ensure all data and reports fit the needs of each user.

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