ABOUT INSERT MEDIA

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The same amount of annoyance is building for email marketing due to an over-abuse by unethical marketers. Legitimate direct marketers have paid the price for this abuse and have decreasing options to prospect by email. (Furthermore, the proposed establishment of email distribution surcharges, for marketers, are being considered by large internet service providers, such as: Yahoo and AOL. Such surcharges will increase the cost of acquiring customer through this channel.

As a reaction to these changes, direct marketers have turned to an increased use of solo direct mail. Many lists of qualified direct response buyers are being exhausted, with the same universe receiving competitive offers - with decreasing effectiveness because the prospect becomes desensitized.

In tandem with the decreased response of solo-direct mail is the increasing expense. With a 5.4% rate increase by the Postal Service, many direct mailers may need to reallocate their resources to other media channels.

These external forces will continue to make Insert Media a more attractive channel, but there are aspects intrinsic to the medium that are advantageous.

• Cost-effectiveness
• High open rates
• Implied endorsements
• Positive-buying environments
• Privacy-friendly
• Access to customers not found on lists

The concept of Insert Media was founded on the premise of cost-effectiveness because the medium itself utilizes pre-existing distribution systems to deliver advertising, sharing the cost of distribution.