INSERT MEDIA GLOSSARY

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Sample Pack

Sample packs are usually hand delivered for free to specific groups or markets. The packs contain samples, inserts, coupons and other items targeting this group. Rate card pricing is usually $20/M to $40/M. Statements are also an implied endorsement program. They can be hosted by a bank, utility, cable TV, cellular provider, and other service providers. They are usually mailed first class and in a #10 envelope or smaller. Statement programs have a strict weight limit and also do not want to detract from their "invoice"; thus programs will accept 1, 2 or a maximum of 3 inserts. The customer is not necessarily a mail order buyer. Rate card pricing is $25/M to $40/M.

Take Ones

Take Ones are slots holding a stack of inserts at a heavy traffic consumer area such as a supermarket. Note the board at the entrance of the supermarket or on the check out counter at certain stores or information centers. Costs can vary from $2.50/M to $1.00/M.

Space Advertising

Space advertising is usually meant to cover magazine or similar publications allowing on page advertising. Pricing can be expensive and some magazines insist on full circulation to be taken. Not all offer exclusivity and the customer is not a proven mail order buyer. Magazines have expanded to include magazines designed purely for advertising (Clipper Magazine, Reach Magazine). These magazines have lower pricing since the audience is not subscribers and the content is not editorial; however, they do mail in specific areas and have selections available.

Card Decks

As the name implies, this "deck" carries similarly sized cards, usually 3"x 5" printed by the host and enclosed in a closed wrapping for shipment to a targeted audience. The cards are mostly business reply cards but the deck can also contain some direct mail insert pieces that were folded small enough to fit the deck sizing and inserted prior to wrapping. Also popular are the larger "double" decks that allow for two rows of 3.5 x 5.5 cards with larger cards taking the full size providing a platform and mailing label area. A card deck usually mails via bulk rate and does not guarantee a mail order buyer. This is a low cost medium often chosen by b-to-b mailers for lead generation. Pricing of $20/M to $35/M usually includes printing.

Envelope Advertising

Don?t miss the opportunity to get top visibility by running your ad on the back of a statement?s payment envelope or a Package Insert Program?s/Ride Along/Co-op?s collated envelope. This puts your ad in the eye of the consumer prior to any of the ads inside and for less money as you only have to supply artwork. Costs vary greatly between the statements (known as bangtails) and the collated envelopes.