DHL 2011 Annual Report Download - page 68

to business customers, i.e., both competitors who o er end-to-end solutions as well
as consolidators who o er partial services. Our market share declined slightly from
.  to . .
Targeted and cross-media advertising
Advertisers can use our solutions to design and print advertising mail themselves
and send it at reasonable rates via our company. Dialogue marketing is only e ective if
addresses are constantly updated without breaching data protection regulations. We pro-
vide our customers with online tools and services to ensure the quality of their addresses
and for the e cient identi cation of target groups. Companies may rent addresses from
these identi ed target groups from us for their own advertising campaigns as needed.
We also o er our customers a broad range of digital dialogue marketing solutions to use
for cross-media and targeted communication.
 e German dialogue marketing market comprises advertising mail along with tele-
phone and e-mail marketing. In the reporting year, this market shrank slightly by .  year-
on-year to a volume of  . billion. Some companies considerably reduced advertising
expenditure, especially the charitable sector and lottery organisations. We were able to
achieve a slight increase in our share of this highly fragmented market to . .
Newspaper and magazine subscriptions
We deliver newspapers and magazines throughout Germany and on the day
speci ed by the customer. Our Press Services business unit o ers customers two
products in this context: preferred periodicals, which is the traditional method publishers
use to post the publications to which their customers have subscribed, and standard
periodicals, which companies primarily use to distribute customer or employee maga-
zines via Deutsche Post DHL. We also partner with publishers to sell subscriptions to
over  newspapers and magazines both online and o ine as part of our Deutsche
Post Leser service, a service that has seen much success. Our special services include
electronic address updating as well as complaint and quality management. In addi-
tion, we o er publishers and journalists an online marketplace for journalistic content:
DieRedaktion.de.
According to company estimates, the German press services market had a total
volume of . billion items in , a decline of .  on the prior year. Newspaper and
magazine circulation has decreased although weights have seen a slight recovery. Our
competitors are mainly companies that deliver regional daily newspapers. In an overall
shrinking market, we continued to maintain our share at . .
Value-added services support customers’ mail communications
Our customers entrust us with components of their mail communications value
chain. We operate their mailrooms and provide them with printing, enveloping and
scanning services. Beyond this, Williams Lea employs its cutting-edge information tech-
nology to print and envelope the hybrid option of the -Postbrief product.
. Domestic dialogue
marketing market, 
Market volume: . billion
Source: company estimate.
13.5 % Deutsche Post
86.5 % Competition
Glossary, page 
Glossary, page 
. Domestic press services
market, 
Market volume: . billion items
Source: company estimate.
11.4 % Deutsche Post
88.6 % Competition
Deutsche Post DHL Annual Report 
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