AGENTS
are spending more than £500 a year on dumping unwanted brochures, fuelling the
argument that electronic substitutes are the way
forward.
A
survey by travel systems specialist Anite revealed 70% of agents considered
existing paper brochure distribution methods inefficient.
It
also showed the practice of issuing second and third edition editions made the
distribution process worse.
Agents
claim they do not have the room to rack and store the mountain of brochures
that operators send.
Around
85% of operators – mainly independents – said they only produced one or two
editions per brochure with the remaining 15% issuing between three to five
editions.
Anite
director Ed Spiers said operators were trying to get round the costs by taking
the single-edition route, but this was fraught with problems.
“The distribution of paper brochures today is
wasteful, costly, untargeted, too bulky and inefficient,” he said.