Right-wing parties come to the rescue of print sector

Political parties are providing a major lifeline for the print industry, with nearly all increasing their spend on direct mail, leaflets and posters but it is those on the right who have been leading the return of the printed word.

That is according to a new analysis by Aura Print, which reveals that spending on print soared in the run-up to the 2024 general election, with Reform UK recording the sharpest rise, jumping from £127,756 in 2019 to £1.46m.

Meanwhile, Labour more than doubled its print spend to £1.16m and the Conservative Party upped its from just £7,364 to £377,281. The Green Party also invested heavily, increasing its budget nearly sixfold to £296,308.

However, the Liberal Democrats bucked the trend, cutting spending from £1.64m to £575,216.

Looking deeper, spending in the 2024 general election reveals a hidden divide between left and right. Right-leaning parties collectively increased their print budgets by more than £1.7m compared with 2019, signalling a renewed push for traditional, physical campaigning. The LibDems cutbacks, however, mean that left-leaning parties decreased print spending, down £53,025, suggesting a greater reliance on digital outreach.

For Jeremy Corbyn’s promised “new kind of political party,” the spending trends pose an early strategic dilemma.

An Aura Print spokesperson said: “Politics has fully embraced social media, with parties like Labour even diving into meme culture to engage younger voters. But parties continue to rely on printed materials, leaflets, and posters because they provide tangible, accessible information that reaches voters across all ages, particularly older groups less active online.

“Print also strengthens local brand awareness, creating a physical presence that digital ads often lack. The tactile nature of printed materials helps build trust and familiarity, making it easier for voters to recall candidates when it matters most.

“For a new or emerging political party, especially one led by a high-profile figure like Jeremy Corbyn, digital campaigning offers the most cost-effective way to reach large audiences quickly. Social media platforms provide near-free access to supporters, allowing viral content and direct engagement without the multi-million price tag of print.

“However, digital alone can’t replace the visibility and local impact of printed materials, particularly in areas with lower online access or among older voters. A young party might therefore adopt a hybrid approach: leveraging Corbyn’s digital appeal to energise online supporters while investing strategically in printed leaflets and posters to ensure a strong presence on the ground.”