Dick Smith orders mass catalogue runs

PMP has been helping Dick Smith send out 6 million catalogues per week as part of a strategy to "rebuild the brand".

Dick Smith chief executive Nick Abboud revealed that the electronics chain had been using direct mail to turn around the company following its acquisition by private equity firm Anchorage Capital Partners in 2012.

Abboud made the announcement last month as he opened Dick Smith's new flagship store at Westfield's Myer Centre in Sydney's CBD.

"Dick Smith has been here 44 years. It has been our challenge to rebuild the brand over the past eight months," said Abboud.

It is unclear whether PMP is printing all the catalogues. A company spokesperson would only tell ProPrint: "Dick Smith is a major customer of PMP and a high-valued one."

[Related: Catalogues still have "staggering" reach]

PMP printed Dick Smith's winning entry in the 'electronics' category at the recent Australian Catalogue Awards.

Meanwhile, the print giant confirmed that catalogues formed a majority of its revenue when it released its annual results last month.

"The company has been successful in winning a number of major multi-year, national catalogue printing and distribution contracts with some of Australia’s largest retailers," said PMP.

"This business has performed well financially during the year despite the slowdown in the retail sector which impacted volumes and pricing."

PMP also said it was experiencing "ongoing structural growth in catalogue frequency and overall volumes"

"The early migration to online advertising is evolving into the use of integrated offerings, where online and traditional media are combined for greater effect. This evolution is gaining traction, underpinning demand for PMP products and services."

[Related: Ups and downs of PMP]

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