
It is one whammy after another for Quebecor World. Not only is it effectively disowned by its parent company, Quebecor Inc. (one of Canada's leading magazine publishers through its media division), but it also is desperately trying to renew a contract with the
Economist, which served notice last week. (See
earlier posts.)And now, Canadian Tire
has announced that it is discontinuing its iconic paper catalogue after 80 years. The reason? Most people are accessing the catalogue's contents online. With its decision goes the not inconsiderable business of printing the estimated 9 million copies of the catalogue in English and French.
While it is not strictly a magazine story, the end of the Canadian Tire catalogue is a real marker in the changing nature of the print marketplace. Things like directories and catalogues so naturally lend themselves to the searchability and quick updating that the web allows (encourages)that printing and mailing them is becoming not only uneconomic but also no longer sensible.
Canadian Tire customers are being informed about the change, ironically, through this week's printed flyers. While such flyers may continue, their role now will be more and more to drive people to the web. The catalogue content will, of course, continue online in some form.
"We've done a lot of research around customer shopping habits and the reality is, with consumers, they really are spending a lot more time online, that's where they go to obtain the information they're looking for," Lisa Gibson, a spokeswoman for Canadian Tire, told the Canadian Press.
"There's a lot of research out there that says the readership and retention of annual catalogues is declining, and obviously, as a result (of the change) you're saving that many catalogues from being printed and then ending up in the recycling or garbage."
The Canadian Tire decision won praise from environmentalists.
"Catalogues have a tremendous environmental impact, from forests that are clear cut to produce them to the energy consumed during manufacturing and delivery," stated ForestEthics' Gillian McEachern.
"(The) announcement by Canadian Tire demonstrates that dramatically reducing paper use makes good business sense."
The catalogue was started in 1928, the year after they founded the company, by brothers John W. and Alfred J. Billes.The first edition featured tires on one side and a road map of Ontario on the back. (A
history of the company.)
Labels: Quebecor World