"I'm proud to remind you that, for one more year in 2025, Cooperative U leaflets will still be printed in France."
Against a backdrop of ecological transition and the development of digital media, Coopérative U has adopted a strategy designed to support the French printed paper industry. At a time when many players are going all-digital, the cooperative has opted for a hybrid model for its leaflet, an emblem of local communication. This choice highlights several issues for printers and distributors seeking to preserve the place of this medium in a changing environment.
Maintaining the paper prospectus: a commitment to sovereignty for the French printing industry
Since 2020, Coopérative U has opted to relocate the printing of its leaflets to France. This choice, made in the midst of the pandemic, meets a dual objective: to provide tangible support to an industry affected by relocation, and to preserve a degree of economic sovereignty. The challenge, however, is to assess the benefits, particularly for French printers who have to adapt to fluctuating demand and ecological constraints.
National printing is more expensive, but it guarantees ongoing support for the local economy. For partner printers, this loyalty to the French origin implies optimized management of resources and processes, particularly in terms of the choice of environmentally-friendly paper and inks. Nevertheless, this economic equilibrium remains fragile, all the more so in a market plagued by dematerialization and rising environmental demands.
Progressive digitization: finding the right balance between paper and digital
With the development of the Mon Magasin U application, the Coopérative U offers digital access to sales information, in line with the trend to reduce the use of paper. This digital transition is accelerating, particularly in areas where the Oui-Pub legislation is imposing new restrictions. However, the question remains as to whether this digital model really meets the expectations of all consumers.
Digital is often perceived as an ecological alternative to paper. However, several studies, including those carried out by ADEME in 2024, point out that the environmental impact of digital printing is sometimes equivalent to, or even greater than, that of paper. For printers, this reality could prove an opportunity to redefine the place of paper by demonstrating its potential for sustainability.
Beyond advertising, leaflets remain an essential medium for local businesses.
For many consumers, especially in rural areas, the paper leaflet remains a privileged link with local commercial offers. This medium encourages local consumption, thus limiting recourse to digital platforms dominated by American and Chinese tech giants. Printers and distributors agree that this local approach to the leaflet creates a link with the consumer. Yet this distribution model is under economic strain: falling print volumes are having a knock-on effect on leaflet distributors, a sector largely dependent on high volumes to offset costs.
The distribution model must evolve to meet market and distributor expectations.
Companies distributing letterbox leaflets are facing a business model in crisis, mainly due to reduced volumes. With the recent closure of one of the main players, Adrexo Milee, this sector is showing signs of fragility, which are becoming more pronounced in the face of historically low prices. Rising raw material costs and falling distribution volumes have had a severe impact on this sector. Read more : P oint of view / Liquidation of Milee (ex-Adrexo): when the legislative framework seals the fate of a sector in crisis
A lack of collective vision is holding back the transition from leaflets to the retail environment of tomorrow.
In an article published in December 2022, Dominique Schelcher spoke of the lack of a collective vision for the future of the French printing industry. In his view, the ecological and digital transition requires structured support and appropriate political decisions. The Coopérative U, by actively supporting the national production of leaflets, wishes to contribute to a global reflection on the future of the industry. This commitment calls for a dialogue between the various players in the sector and public decision-makers, to rethink the economic, social and environmental model of printed advertising.
Heading or not heading, as the kids say. Why not get all the players around the table - printers, customers, but also commercial brands such as FSC, PEFC, CITEO, ADEME, La Poste... - to create a new label. This label would aim to enhance the value of the distributor's profession by guaranteeing fair conditions. Such an initiative could not only support the local economy, but also offer a quality alternative to consumers attached to leaflets. For printers and distributors, this vision could lead to innovative solutions for maintaining the leaflet while adapting it to ecological challenges.
Tribune de
This week, I encouraged our customers to buy French for their food. Coopérative U is also committed to choosing French origin for its supplies, another way of supporting our economy. This is also the case for our leaflets. Let me explain...
Stopping mass distribution, especially in Oui-Pub areas, reducing pagination and volumes for less impact, developing distribution via the Mon Magasin U app... Many projects have been launched around this leaflet, whose demise has long been predicted. But we're not extremists in favor of their disappearance and, above all, we try to think of the other players in the chain.
In 2020, at the height of the pandemic, our company decided to relocate the printing of all its leaflets to France, to support the printing industry, which was in dire need of such a move. An important choice in view of its cost, but a useful support for the sovereignty we defend. I'm proud to say that, for one more year in 2025, Cooperative U leaflets will still be printed in France.
The transition has begun, but paper leaflets are still a must for many customers, especially in the countryside. As we approach the end of the year, I wonder what Santa's list would be like without leaflets in many households, where people still cut out catalogs as a family...
Certainly, we're cutting back to avoid waste, we're digitalizing, and we're still looking for the best version of tomorrow's leaflet, but we're not denying our commitment while we wait. A little U support for an industry that's still in turmoil at the moment.
In December 2022, in an article with the evocative title "Le prospectus, c'est bien plus que du papier", I wrote: "On this subject, as on so many others, we in France are still cruelly lacking a collective vision of the future of our industries and support for the transitions they must necessarily follow." Sadly, this vision is still lacking. In any case, we're trying to do our bit.
