ABOUT INSERT MEDIA

- page 3 -

Compared to Solo direct mailing, Insert Media requires a fraction of the investment. Direct response prospects are accessible without the cost of lists, postage, and mail preparation.

Insert Media programs have higher "opening rates" than solo direct mail pieces because the mail is expected or is sent by a known source. This increases the chance that the advertisement or offer will be seen by the prospect. Since the owner of the distribution (originator of the package, statement, etc.) must approve the advertisement prior to insertion, an implied endorsement is also created, giving the advertiser more credibility - especially, if it is included in a mailing by a trusted source.

Some Insert Media programs, such as package insert programs, create a positive-buying environment. There is a certain level of excitement that accompanies the delivery of mail order products. Two important things can be established: the customers are mail-order buyers and they are generally in a good mood when exposed to inserts included in package, making this is a time when they are most receptive to seeing offers that are relevant to their buying habits.

Insert Media also is not as obtrusive as other forms of marketing. Customers will decide under what terms and conditions their personal information will be given out. Personal information is shared willingly by the prospect because they are interested in the product, which creates a venue for that person to opt-in to other forms of communication.

This built-in privacy protection allows advertisers to have access the customers of a company that doesn't have their customer list available for rental. In fact, some of the most protected customer files - such as those belonging to banks or utility companies - may be reached through an insert program.

NOTE WORTHY: It is helpful for the direct marketer to understand the working of the industry. One of the often misunderstood or misinterpreted areas of a Data Card is the term Rate Card.

Rate Card: This is the desired Cost Per Thousand (CPM) value that the Program Owners want to receive from third party advertisers. This rate can be negotiable, but negotiation is dependent on multiple factors including (but not limited to): order quantity, frequency of placement, weight of the insert, space availability in the program, owner distribution costs, and competitiveness of the product or service.