Then again, perhaps that’s over-estimating the number of Telegraph readers on Merseyside.

Whatever, it was certainly inconsiderate of the newspaper in question to run this article on page 3 of Saturday’s edition, even if it does in retrospect seem an entirely appropriate location for it. In short, it was nothing more than a 192.com press release dressed up as news.

In a nutshell, the article highlights a new Local Government Association campaign which calls for an opt-in system for telephone directories, which it claims are costing councils £7million.

I’ve so far come up with six reasons why the argument at the heart of the article is fundamentally flawed. In rough order of importance, they are:

1. On a daily basis, we see the considerable levels of feedback we receive from the public if we for whatever reason do not deliver a phone book. For every call we receive asking not to receive a copy, we must get about 100 asking exactly the opposite.

2. The involvement of 192.com in this campaign is nothing more than a self-seeking and rather shabby attempt to skew the UK marketplace in favour of online searches (they hope via them). However, please see my comment on the Kelsey blog about their levels of (in)accuracy.

3. Forcing householders to opt-in to phone book delivery would decimate an industry employing thousands in the UK and would (as was mentioned in the article) discriminate against huge chunks of the UK population.

4. Directory publishers are constantly working on improvements to book size and weight to reduce paper usage - see Yell’s recent announcement as an example (smaller Yellow Pages pictured above).

5. The typical “opter-out” tends to be : single/urban/cosmopolitan or old/retired/gentrified villages - if we are to tailor our whole delivery around one or two slices of UK population then we would be short-changing huge swathes of the country - for example, anyone who has a family, who hardly ever appear on any opt-out lists.

6. The argument that “the public is too apathetic, therefore we will decide what is best for them” is frankly ridiculous. Try that argument at the next general election.

Summing up then, I’d say that the system we already have in place - opt-out - is perfectly adequate. Journalists should do a modicum of checking before  producing what is in essence a very shabby PR piece on behalf of 192.com.

As I said, amazing.

What is perhaps even more amazing, however, is that for once the new media is lagging several years behind the more traditional media sector.

Many moons ago, we at LinkDirect started giving advertisers the opportunity to target customers at postcode level. Now however, through round level targeting, we’re able to facilitate targeting at delivery round level, meaning advertisers can target zones containing around 200 households - a 15-fold improvement on the accuracy level that targeting used to allow.

Needless to say, such a drastic improvement in targeting brings with it added benefits, such as savings on distribution and print costs and far less wastage from an environmental perspective.

But, bragging rights aside, what is particularly interesting about the Marketing Week story is the obvious potential for greater coordination between online and offline campaigns going forward.

Much in the same way that doordrop has in the past provided a highly effective partner in TV and radio campaigns, why can’t doordrop play a far more active role in online campaigns?

After all, doordrop is arguably the only other media that can operate at postcode, as opposed to individual, level. Doordrop and online would seem to be the perfect fit.

So we were very pleased to come across a good news story in the industry last week.

Since launching in March 2008, the Cleethorpes Chronicle has gone from strength to strength and has just celebrated its 100th edition.

We should declare an interest here, as we deliver the free copies of the Chronicle.

Well done to all concerned - here’s to the next 100!

Where our influence is more limited, however, concerns the actual leaflet itself. We don’t design leaflets ourselves, but we do have experience of the type of leaflets that work, as well as those that don’t.

So we’ve decided to put together a list of some of the crucial factors advertisers should bear in mind when designing a leaflet.

1. The leaflet’s size and shape affects its success

Does your leaflet fit easily into a pocket or bag? If not, it’s more likely to be binned. All leaflets should start as an A4 size, which are folded in half to A5 size or folded in three to become A6. Your design concept should start at the A4 level.

2. Don’t throw away the headline

The headline could well be the only thing your recipient reads. Don’t waste it. Be provocative, memorable, different. Use eye-catching words like Finally, How To, Discover, Coming Soon, Don’t Miss Out etc. And don’t miss out on the opportunity to get some brand recognition - make sure your product or company name is in there.

3. Don’t cram your leaflet with text

Although it’s important to let people know about what you’re offering, there’s nothing to be gained by cramming your leaflet with acres of text. Never forget the maxim that a picture can say a thousand words, and should be used to reinforce rather than obscure your message. It’s important too that you provide obvious calls to action - your leaflet should only be there to whet the appetite of the reader.

4. Make sure you answer the ‘what’s in it for me?’ question

Make your leaflet personal, and ensure you make it very clear what your offering will do for your reader. Think of their needs and attempt to provide a solution to them, in whatever way you can. Bulletpoints are useful for breaking down this kind of information.

5. Case studies and testimonials will carry 10 times more weight than your words

An endorsement from a customer - a real, named and preferably pictured customer - is a great way of catching a householder’s eye. The more genuine you can make it seem the better.

6. Give readers a reason to take a next step

Your leaflet should not be the end of your relationship with the householder. Give them an incentive to follow up the leaflet in some way, such as a code or password for an website offer. This also gives you a good way of measuring the success of your campaign.

7. Cut out the silly mistakes

Even simple grammatical areas can seriously undermine your leaflet. Get someone else to proof-read your leaflet (someone who knows when to use it’s and its) and double-check all your contact information, such as the phone number and URL.

8. Consistency gives you credibility

Does your leaflet have an integrated feel? Are all the elements on your leaflet - the colours, text, images and use of language - in sync with your brand? This is critical as it’s all part of conveying a feeling of professionalism and trust for the reader. If you have the resources to ensure the consistency is there across all media - from your leaflet to your website to your letterhead - then all the better.

This prestigious award was in no small part due to our innovative SMART mapping system, first developed in-house in 2005, which allows for pinpoint accuracy of deliveries at  individual address level. It’s a software tool we’ve developed further since and will continue to play a central role in our directory distribution campaigns - and will certainly be used in our forthcoming campaign for BT.

We did have a hunch at the time that SMART was blazing a trail within the industry, and so we were delighted to see one of our competitors catching up with their own mapping system.

Suffice to say, we’re flattered! Watch this space for more innovation before the year is out - our competitors clearly are already…

While these numbers sound sizeable, it’s important to remember that door drop volume and expenditure still equate to 9 billion items and £277million respectively.

And in any case, it’s misleading to simply jump to the conclusions that the bare numbers seem to suggest. As Mark Young correctly states in the Marketing Week article, the current trend is more a reflection of the increased sophistication that is now fairly commonplace within the sector.

But what do we mean by increased sophistication?

Primarily, it’s to do with the holy grail of leaflet distribution: targeting. A better targeted leaflet ensures an improved return on investment for the client, as well as being cheaper, more relevant for the consumer and greener for the environment.

An example of more targeted leaflet distributions in action is Round Level Targeting. Traditionally, leaflet distribution campaigns have been conducted on a postcode basis via the Free Newspaper Network. But while this was extremely effective from a volume perspective, the advertiser could exercise very limited control over the type of household receiving their leaflets. That’s because each postcode sector contains an average of 3000 households - hardly the basis for a particularly sophisticated campaign.

What Round Level Targeting does however is introduce targeting at delivery round level, meaning advertisers can target zones containing just 200 households. That’s an improvement in targeting by a factor of 15. (To find out more about Round Level Targeting, watch this presentation.)

Round Level Targeting is merely an example of the ways in which we and the industry are stepping up to the plate in terms of the service we are offering clients.

Campaigns are now much greener thanks to an industry-wide commitment to lower levels of wastage, and we ourselves actively support the use of recycled paper in all our campaigns.

Accountability is another area where sophistication is on the up, particularly through GPS tracking, which is something we have pioneered in recent years. Until recently, GPS tracking of delivery vehicles was the best way to ensure that delivery teams were doing their job in the correct area at the correct time. The advent of personal GPS loggers, however, allows campaigns to be monitored at individual address level - a real step forward.

This isn’t just an attempt to put a positive spin on some disappointing results. The downward trend will probably continue for a while yet, but it’s far more indicative of a shift in the way door drop operates. Sophistication is ultimately very good news for the advertiser.

There is a hardly a sector or business type out there that doesn’t successfully use a leaflet distribution to advertise its wares. Why? Because they know that there is no better way of reaching the most number of customers for the least amount of money.

Below is a list of 12 sectors and industries that remain prolific users of the leaflet distribution.

Retail

The leaflet distribution is an extremely valuable way for retailers to get information about products, special offers, new stores and opening hours direct to the customer. As such, supermarkets, DIY stores, chemists, opticians, household stores and shopping centres all regularly run leaflet distribution campaigns.

Travel

The travel industry has suffered more than most in the recession but the result has been some great deals for the customer. The leaflet distribution is an effective way of getting up-to-date information about the latest holiday and flight deals in front of them.

Food and drink

The money-off coupon remains virtually unsurpassed as a way for restaurant or pub owners to get business from people who otherwise would not have come in. Retailers also use coupons effectively.

Motoring

Whether manufacturer or dealer, or part of the wider network of motor-related industries such as car repair, a leaflet distribution is a good way of increasing awareness for services that we all, at some stage, have to use.

Finance

There are few more competitive sectors than the financial sector, particularly relating to loans and insurance companies. A leaflet is a good way of improving brand recognition that could help a company stand out from the crowd.

Utilities

Gas, water and electric suppliers are subject to constantly changing government initiatives. A leaflet distribution serves as an effective way of communicating service and price changes to the household where the utilities apply.

Education

Whether it’s a school or university looking to recruit more or a college advertising details about its evening classes for the term ahead, a leaflet is the ideal vehicle to reach the most prospective learners.

Public sector

The leaflet distribution is a vital part of public sector communications. Whether it’s an anti-smoking campaign from a primary care trust or a swine flu information leaflet from the NHS, there are certain campaigns that can only really be done through a leaflet distribution. Councils and police authorities, who also need to communicate on a regular basis with a particular constituency of people, frequently use leaflets to reach people.

Franchises

Generally speaking, franchises have a wide net of potential customers locally but limited advertising budgets. A leaflet gets the franchisee in front of the customer

Charities

Although there has been a growth in the use of Royal Mail’s Door to Door service, the third sector continues to be heavy users of the medium.

Politics

Although the MP expenses furore has recently seen the abolition of the MPs’ Communications Allowance, this year’s general election is again set to demonstrate the central role played by the leaflet distribution in UK politics. The ability to target within constituency boundaries makes it a perfect fit for political figures looking to reach and convince voters.

Leisure

Businesses in the leisure sector generally need to advertise a lot. Whether it’s events, new facilities or changes to opening hours, bingo halls, theatres, zoos, theme parks and similar establishments have good reason to communicate with their community via a leaflet distribution.

There’s a good chance that advertising your product or service through a leaflet distribution is already a major part of your marketing mix. If not, here are five reasons why it should be:

1 It’s time to re-engage with your customers.

Do you really, honestly, truly know what your customers want? It can be very easy to try and second-guess what your customers want, and quite often we can be completely off the mark. A targeted leaflet distribution gives you the opportunity to get a much better idea of what your customers want without breaking the bank. Trial a new product with a money-off coupon and you’ll get a clear idea within weeks.

2 Old-school marketing? Think again.

Think a leaflet distribution is old-school marketing that doesn’t fit in with our digital world? Think again. Technology has also revolutionised the leaflet distribution world in recent years, enabling clients to target with over 10 times the accuracy of even a few years ago. Leaflet distributors no longer need to mass-distribute and see what sticks; demographic profiling and GPS tracking have introduced a level of accountability and relevancy that is cheaper, greener - and more cost-effective.

3 It’s good value.

Let’s face it: whatever industry you’re in, the continuing recession means that money is still tight and budgets remain reined in. The importance of marketing hasn’t decreased though, and that’s why a leaflet distribution is the perfect fit for marketing in a recession. The results can represent a remarkable return on investment.

4 It’s quick and quantifiable.

Perhaps you have no idea whether your product is suited to advertising via a leaflet. Perhaps you’re not sure on your exact target market or location. Another real benefit about a leaflet distribution that you don’t necessarily need a long-term strategy - you’ll get measurable results from a single distribution, all in a matter of weeks, and you’ll soon have a much better idea about whether this form of advertising is right for you and your business.

5 The start of a beautiful relationship?

When your leaflet hits the doormat, one of two things will happen: either it will be binned, or the recipient will do something with it. It’s obviously the latter action that could represent the start of a long-term relationship with that householder. The quality of your leaflet will be vital here - and also whether you offer a sample, brochure or free gift in return for their details. But from that first exchange, your target could well become a loyal customer. Can you afford to let such an opportunity pass you by?

If you’d like more information about our leaflet distribution services, make an enquiry here or call 0151 647 5535.

In recent years our understanding of what is possible with a leaflet distribution has been turned on its head, with levels of accuracy, targeting and accountability now vastly improved from the start of this decade.

It’s something that drives us still, and as a demonstration of our determination to stay up with the latest trends in this fast-moving sector, myself and colleague Andrew took a trip to Amsterdam for the People Tracking and Location 2009 conference.

This event saw over 70 delegates from several countries around the world come together to talk about tracking technology generally. Senior staff from technology, telecoms, research and mapping businesses were all represented, including Intel, Ericsson and IBM.

That said, it was nothing like the large conferences where you can find yourself lost in an aircraft-hangar-style venue. This was much more intimate and as such allowed for a much more interactive experience than we had imagined.

So what did we learn? Well we took away a lot of relevant information that we’ll be incorporating in our own internal R&D, about which we’ll no doubt be talking more in coming weeks.

But aside from that there was some interesting information about the state of the GPS tracking market generally. One thing for certain is that it’s on the up: it was reported that research companies have received a four-fold increase in requests to research and provide reports regarding tracking and location, mainly for personal safety and social networking.

There are also very interesting things going on with tracking in relation to the health care and education markets. The insurance industry is also keeping a close eye on things.

GPS tracking is a major growth area and it’s something that the door drop marketing industry should be capitalising on. We’ll certainly be doing our best to take advantage.