Door drop volumes – an update

by graham on 06/06/2013

May proved to be an unusual month, with some “interesting” features.

The week after the early Bank Holiday weekend saw us receive 13 items, the second highest week of the year.

But the week after the late May Bank Holiday saw us only receive 5 items; the second lowest of the year so far, “beaten” only by the week that straddled the New Year?

The week before the late Bank Holiday weekend and school half term break just about hit the “low” May monthly average below and we were genuinely surprised at that result, expecting it to be much higher.

Our weekly average for May dipped to 7.75 items, but our weekly average for the year to date is still 9.24.

With summer (still!) on the horizon perhaps some clients were waiting for the weather to turn (?), but volumes were down across all business areas.

Royal Mail’s contribution this month was only 22.5%, compared with the 51.5% enjoyed by the solus market, with the remaining 26% delivered by free newspapers.

There were two weeks in May when Royal Mail only dropped one item and when dissected, the statistics for free newspapers which we receive two of each week, also revealed they only carried one item each in successive weeks, with one free title only carrying one item in two out of the four weeks.

In our blogs to date we have only ever revealed a few client names and in a future edition we will make comment about the regularity of some clients’ activity, but May was also notable for some “regular” clients not appearing quite so regularly.

So what happened in May?

We’d be interesting in hearing contributions from any client, agency or other door drop supplier as to why?

Is it just a blip?

Will June show any sign of a recovery?

What do you think?

Nearly two months on from the DMA identifying top line figures from the 2012 statistics, they still have not been formally released, but we suspect our figures will still be in excess of those released by the DMA.

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