But the real question is: how many channels still create real presence?
That’s why Royal Mail’s latest push on door drops is interesting. Not because it’s nostalgic, but because it’s pragmatic. When attention is fragmented and digital fatigue is real, physical media can do something many channels struggle with: it gets into people’s homes, into their hands, and often into their decision-making.
The numbers are hard to ignore:
70% of the top UK advertisers already use door drops, campaigns using them are twice as likely to drive ROI, and the channel delivers an average engagement rate of 83%.
For marketers, the takeaway is bigger than print.
It’s a reminder that effectiveness doesn’t always come from chasing the newest channel. Sometimes it comes from rebalancing the mix with formats that are tangible, measurable, and harder to scroll past.
In a world of disappearing attention, maybe the smartest brands are the ones showing up where attention lasts a little longer.
We see this as part of a broader shift: physical media is not old media. It’s often underpriced attention.