– It’s absolutely crazy. These are unnecessary greenhouse gas emissions, says Fremtiden in our hands. Digitization. More expensive paper. Social Media. You would think that advertising in mailboxes would disappear. But, no – unaddressed advertising on paper is alive and well. DECLINE: Customer newspapers on paper are losing ground slowly but surely, but are still an important channel, according to Kine Søyland at the food giant Norgesgruppen. Photo: Norgesgruppen Many on the hunt for offers – We see that the customer magazines are still quite strong, says communications manager Kine Søyland at Norgesgruppen. The country’s largest food group – with stores such as Meny, Joker and Kiwi – explains it, among other things, with the times we live in. – We see it in the context of people’s increasing focus on offers and bargains at the moment, says Søyland. The other food giants also confirm that the customer newsletters are alive and well. “Customer newsletters are still an important area”, says Rema 1000, while Coop Norge says “physical customer newsletters still work well. Especially for Obs and Coop Mega”. At the same time, everyone states that the volume of customer newsletters is slowly decreasing in favor of digital customer newsletters. QUANTITIES: Figures from the industry show that total turnover for unaddressed advertising on paper fell 5-10 per cent annually from 2018 to 2022. Photo: per-køre sandbakk / no. 12 months – 29 kilos But, that is – nevertheless. It comes in four colors. Food, sporting goods, bathroom, building materials. news’s Victoria Marie Nordahl took care of all the advertisements for 12 months. When the year was over, she packed everything into a huge suitcase – took it to work, and weighed the contents. The scale stopped at 29 kilos. In that case, no input from newspapers has been taken into account. OLD TIMES: Anja Bakken Riise in Fremtiden i våre hödel believes that the time for paper advertising should be over. Photo: Renate Madsen / The future in our hands Diesel in agriculture – This is an unnecessary use of resources, says leader Anja Bakken Riise in the Future in our hands. She believes the days of advertising on paper should be over. In Norway, you can actively opt out of advertising – and get a sticker for your letterbox. The future in our hands thinks it should have been the opposite. The mailbox was supposed to be advertising-free until you set a “yes, thank you – for advertising”. Denmark has worked on such a rule, but is still waiting for a clarification on the legality from the EU. According to the debate in Denmark, paper advertising for Danish mailboxes creates a climate emission of 300,000 tonnes of CO₂. – This corresponds to all the annual diesel emissions in Norwegian agriculture. This is low-hanging fruit that politicians can pick, Bakken Riise believes. DON’T MOBB PAPER: – Most newspaper and magazine paper is recycled, so advertising on paper is quite sustainable, says Jan Morten Drange in ANFO, with over 200 member companies. Photo: ANFO – Paper not so bad ANFO The Advertising Association does not agree to labeling customer magazines and paper advertising as climate disasters. – It is a myth that paper is so much less sustainable than anything else. The digital world has its pigs in the forest, says manager Jan Morten Drange. – Think about server parks, cooling and energy use. Cloud storage is extremely energy-intensive. Nearly 70 percent of all marketing in Norway is now digital, according to the industry association. – This means that we are far ahead in digitization internationally, says Drange. He believes that climate accounting for paper is not so black and white, and states that advertising has an important and value-creating function.
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– Absolutely crazy – news Sørlandet – Local news, TV and radio
