Instead of receiving a bag of fliers, Montrealers instead saw a flier in their mailbox that reads like a newspaper and lists several retailers’ bargains over the past few weeks.
This is the new formula, called Raddar, that was used by Transcontinental to replace Publisac after the new flyer distribution regulation went into effect.
Approximately 725,000 copies of this document were distributed by Canada Post for two weeks, containing up to 32 pages of offers from various retailers.
Also, a website has been set up with more discounts.
“We’re really talking about a hybrid solution, either physical and digital,” explains TC Transcontinental Printing senior vice president Patrick Brayley in an interview on À vos Affairs.
However, this new model is not unanimous and does not respect the new regulations, according to Montreal Mayor Valérie Plante.
“It’s still a waste-based distribution model, even if it’s paper,” she says. The problem is that Transcontinental and Canada Post are ignoring a regulation duly passed by the City of Montreal.
A May 17 press release from the city, in addition to the ban on plastic bags, also states that “no promotional items may be placed on private property without the consent of the owner or resident.”
The VP of Transcontinental responded that this product was in demand by both consumers and retailers.
“From our point of view, we considered a number of options given the circumstances, and with Raddar, working with Canada Post has created a unique opportunity to achieve a major environmental win, namely the elimination of the plastic bag,” he says.
Individuals who do not wish to receive this new document may opt out on Canada Post’s website.
This new format is currently only used in Montreal.
The Publisac continues to be distributed elsewhere in Quebec with a circulation of 2.4 million copies.
Watch Mr Brayley’s full interview in the video above