Ask the Collective

Is it worth paying to feature products on wholesaler price lists and printed brochures?

The consensus is that wholesaler brochures deliver poor ROI for most members. Members reported **no measurable uplift in sales** from featuring in printed wholesaler price lists, despite high costs for relatively small ad space. The fundamental issue is relevance—**printed brochures are increasingly ignored** by end users (restaurants, bars), with one member noting they personally threw them straight in the bin. Members also noted that **wholesalers have lost significant customer numbers recently**, reducing the audience reach further. **Cost versus benefit is unattractive**: pricing for brochure placement is expensive relative to the space offered and the actual sales impact. A few members suggested value exists only **if paired with promotional activity or campaigns**, but this remained the minority view. Most members in the discussion found it **not worth pursuing as a standalone tactic**.