Why You Should Pass on Passing Out Literature at Your Next Event

Trade shows and industry events are significant investments in booth space, travel, staffing, and marketing efforts. Yet many exhibitors continue a long-standing habit: printing stacks of brochures and handing them out freely to attendees. It feels like an easy way to provide tangible takeaway value. In reality, it is one of the most inefficient and costly practices in exhibit marketing.

Industry research consistently shows that a large majority of printed literature collected at trade shows is discarded before attendees even leave the venue. When you factor in printing, outbound shipping, on-site material handling (drayage), and return shipping, the effective cost per brochure that actually gets taken home and kept becomes surprisingly high. For a typical 8-page 8.5 × 11 saddle-stitched brochure, this can easily reach $16 or more per kept piece — money that could be better allocated to digital tools, qualified lead follow-up, or interactive booth experiences that deliver measurable ROI.

The High Discard Rate: Most Literature Never Makes It Home

Attendees at busy trade shows juggle tight schedules, carry-on luggage limits, and airline baggage fees. They often collect far more collateral than they can realistically carry or review later. The outcome is predictable: most printed materials end up in venue trash bins before the show ends.

According to multiple industry sources, 60–85% of brochures and hard-copy materials distributed at trade shows are thrown away. One commonly cited range places the figure near 80%, while a report referenced by EXHIBITOR Magazine notes that 65% of all hard-copy materials end up in the garbage. These statistics come from attendee behavior studies and exhibitor surveys that have remained consistent over the years.

Sources:

• EXHIBITOR Magazine: “Read all About It” (65% statistic from the Global Association of the Exhibition Industry) → https://www.exhibitoronline.com/topics/article.asp?ID=1789
• Additional references in exhibitor resources (60–85% range) → https://www.exhibitoronline.com/topics/article.asp?ID=1674

Real exhibitor experiences back this up: companies frequently ship thousands of pieces only to hand out a fraction, with the rest left behind or discarded. Attendees increasingly favor scanning a QR code for an instant digital PDF rather than adding weight to their bags. In an era of sustainability goals and ESG reporting, producing literature that largely becomes landfill also risks damaging your brand’s reputation.

Real Cost Breakdown Using Your Actual Rates

Let’s examine a common choice — an 8-page 8.5 × 11 self-cover saddle-stitched brochure printed on standard 80 lb gloss text stock (made from two 11 × 17 sheets). This format is popular for company overviews or product summaries.

Paper weight (based on real supplier M-weights):

• 100 brochures weigh approximately 6.2 lbs (paper only).
• Packed in a small box with padding: ~7.2 lbs (conservative estimate including ink, coating, and staples).

1. Printing

Short-run full-color printing with gloss coating and saddle-stitching typically costs $250–$400 for 100 copies. Using a realistic mid-range figure of $300 total ($3.00 per brochure).

2. Shipping to the Event

At $0.45 per pound:
7.2 lbs × $0.45 = $3.24 total outbound shipping.

3. On-Site Material Handling (Drayage)

Many shows charge $3.50 per pound for material handling (the fee to move freight from the dock to your booth).
7.2 lbs × $3.50 = $25.20.

4. Return Shipping from the Event

Since it is difficult to predict exactly how many brochures will be passed out, assume 20% of the brochures (leftovers) are shipped back. Return shipping is therefore 20% of the outbound shipping cost:
$3.24 × 0.20 = $0.65.

Total Logistics Cost: $3.24 (to) + $25.20 (handling) + $0.65 (return) = $29.09 for 100 brochures.

Grand Total for 100 Brochures: Printing ($300) + Logistics ($29.09) = $329.09

Per brochure handed out: $3.29

Applying the ~80% discard rate (only about 20 brochures realistically taken home and kept):
Effective cost per kept impression: $16.45 per brochure.

Cost Breakdown for 100 Brochures

Cost Category	Total for 100 Brochures	Per Brochure Handed Out	Effective Cost per Kept Brochure (after ~80% discard)
Printing	$300	$3.00	$15.00
Shipping to Event ($0.45/lb)	$3.24	$0.03	$0.16
Material Handling ($3.50/lb)	$25.20	$0.25	$1.26
Return Shipping (20% of outbound)	$0.65	$0.01	$0.03
Total All-In	$329.09	$3.29	$16.45

Notes: Weight based on standard 80 lb text stock M-weights. Packed weight ~7.2 lbs. Material handling at $3.50/lb reflects your show’s rate; actual charges may include minimums or surcharges. Always verify in your exhibitor kit.

Even with conservative return-shipping assumptions, the effective cost per kept brochure exceeds $16. Scaling to larger print runs makes the waste even more expensive.

Why the Practice Continues — and Why You Should Stop

Printed literature persists as a default because it feels like a tangible, low-effort giveaway. However, data from EXHIBITOR Magazine shows that 50–85% of printed inventory often goes unrequested or unused. The opportunity cost is substantial: funds spent on printing and logistics could instead improve booth staffing, fund interactive demos, or support advanced lead-capture technology.

Smarter Alternatives That Deliver Better ROI

Modern exhibitors are moving away from paper collateral:

• QR codes and instant downloads — Attendees scan and receive your full brochure as a PDF on the spot, with built-in analytics and near-zero marginal cost.
• Badge scanning + personalized follow-up — Qualify leads in real time and email tailored content after the show for higher conversion rates.
• Micro-printing or on-demand — Produce small quantities only for prospects who specifically request printed materials.
• Useful promotional items — Tech-friendly giveaways that actually get kept and provide ongoing brand reinforcement.

Exhibitor reports consistently indicate that reducing or eliminating printed literature results in no loss in lead quality — and often higher overall ROI.

Make the Smart Choice for Your Next Event

With material handling at $3.50 per pound, outbound shipping at $0.45 per pound, and the well-documented high discard rate of printed materials, passing out literature at trade shows is rarely a good investment. After accounting for the ~80% that never make it home, your real cost per effective impression can easily exceed $16 per brochure.

Before ordering your next print run, calculate your own numbers using your exact quantity and printer quotes. Then reallocate that budget to strategies that reach today’s attendees where they actually engage: on their devices and through meaningful interactions.

Pass on passing out literature at your next event. Your budget, your brand, and the environment will thank you.