"Replacing print media with digital alternatives requires multiple channels"

"The Oui Pub experiment is part of the Citizens' Convention set up by the President of France," Dubin explained. "It aims to test an opt-in system for door drops across 14 territories until 30 April 2025."

The initiative evaluates three key indicators: paper waste reduction, a life cycle analysis comparing digital and print media, and socio-economic impacts on local businesses. While paper collection has decreased as expected, the socio-economic consequences are concerning.

"According to our data, 75% of shops reported negative impacts on sales due to Oui Pub changes. Additionally, 80% experienced a decline in foot traffic, with 46% seeing sales drop between 10-20%," Dubin revealed. These figures highlight the crucial role printed leaflets play in driving consumer engagement and supporting local economies.

The role of Le Cercle d'Alliés

In response to these challenges, Le Cercle d'Alliés was formed in March 2024 as an informal coalition of stakeholders connected to the paper and print industry. "We have everyone from foresters to recyclers, paper manufacturers to printers, all united in this cause," Dubin explained. "Our mission is to educate consumers about the value of print while informing policymakers about its importance for local businesses." 

Le Cercle D'alliés draws on Toluna Harris Interactive barometers, conducted by Pub Audit, which clearly illustrate the vital role that printed advertising plays for both physical retailers and consumers. For businesses, printed materials are essential for showcasing their offerings and attracting customers, while consumers rely on these advertisements to stay informed and protect their purchasing power.

Le Cercle d'Alliés, which was initiated by Pub Audit, has been actively engaged in various initiatives. They have conducted political outreach, meeting with parliamentary representatives, government officials, and local authorities to discuss the implications of Oui Pub. The group has also been involved in media actions, coordinating with publications like LSA and broadcast media such as BFM and TF1 to share insights on the future of print advertising.

"Brands are paying twice"

When asked about consumer preferences regarding printed materials, Dubin's enthusiasm was palpable. "Our research shows that 55% of consumers still want printed leaflets. They trust them and find them useful for planning their purchases. This isn't just about nostalgia; it's about recognising that print media fosters thoughtful buying." He added emphatically, "It is time to contrast one-click purchasing with the reflection and comparison offered by leaflets. In today's fast-paced digital world, printed materials provide a valuable opportunity for consumers to pause, consider their options, and make informed decisions."

However, as Dubin pointed out, the shift towards digital advertising has created significant challenges for local retailers. "Many businesses are struggling to adapt," he noted. "For instance, retailers like Leclerc had to increase their advertising budgets by 35% after they stopped using catalogues. They invested heavily in retail media—TV spots, social media ads—just to maintain visibility."

"This shift is costly," Dubin notes. "Advertisers are paying twice—once for digital media placement and again when platforms sell their own data back to them."

He continued, "The reality is that replacing print media with digital alternatives often requires multiple channels—between four to six different media formats—to achieve similar reach and effectiveness. This not only strains budgets but also complicates marketing strategies."

Dubin cited a major DIY chain as a case in point: "Even they have found it difficult to buy keywords online due to rising costs driven by competition from large platforms like Temu. This means that even well-established brands struggle to attract local traffic without resorting to expensive digital campaigns."

Environmental considerations

As our discussion shifted towards environmental concerns surrounding paper production, Dubin was keen to dispel common misconceptions. "Modern paper production doesn't equate to deforestation," he asserted. "In fact, printed materials can be recycled and can serve as an educational tool for promoting eco-friendly behaviours."

He emphasised that while digital media has its merits, it also comes with significant environmental costs. "We need to consider the carbon footprint of different media," Dubin explained.

Digital advertising relies on energy-intensive data centres and devices, contributing to substantial carbon emissions. In contrast, paper has a one-time carbon cost and can be recycled multiple times. A holistic view of environmental impact is necessary when comparing print and digital media, taking into account factors such as energy consumption, recyclability, and long-term sustainability.

Advocating for local economies

Dubin's commitment to supporting local commerce was evident throughout our conversation. He highlighted how printed leaflets not only engage consumers but also help protect local economies from being overshadowed by global online retailers.

"There's a real risk of disintermediation by platforms like Amazon," he warned. "If we lose print advertising entirely, we risk undermining local businesses and handing over control to these giants."

He explained that Le Cercle d'Alliés aims to advocate for economic sovereignty in this context: "We need to ensure that our retailers can compete effectively without being at the mercy of large digital platforms that often prioritise their interests over those of local communities."

During our meetings with politicians, the OUI PUB topic helps raise awareness of the dangers of all-digital territories, which pose a threat to both economic sovereignty and our data sovereignty. The BATX and companies like AMAZON do not act responsibly in terms of sustainable consumption, whereas leaflets can and should play a role in informing consumers whilst defending purchasing power.

The future of advertising

As we wrapped up our discussion, I asked Dubin about his vision for the future of advertising in France: "I believe there's room for both digital and print media. We shouldn't dismiss one in favour of the other; instead, we should recognise their unique strengths."

He concluded with a powerful statement: "You can't talk about deconsumerism and promote digital. As far as I'm concerned, these two things are at the top of the agenda." Dubin elaborated that printed leaflets encourage thoughtful purchasing decisions and support local economies, which aligns with the principles of deconsumerism.

Upcoming initiatives

Le Cercle d'Alliés is not resting on its laurels. Dubin shared some of their upcoming initiatives, including a significant event planned for 3 February 2025. This event will feature a documentary screening followed by panel discussions on topics ranging from the environmental value of the paper industry to the social role of paper and its impact on local commerce.

The group is also preparing a targeted information campaign for retailers, aiming to reassure them during this period of uncertainty as the Oui Pub experiment concludes. The campaign will cover various aspects, including consumer attitudes towards printed advertising, the context of the Oui Pub experiment, the future of local commerce, and the effectiveness of combining print and digital media.

In France's increasingly complex advertising environment, initiatives like Le Cercle d'Alliés play an essential role in advocating for a balanced approach that prioritises consumer choice and economic sustainability. Dubin's insights underscore the importance of ensuring consumers have access to reliable information through both print and digital channels, enabling them to make thoughtful buying decisions while supporting local commerce.