INSERT MEDIA GLOSSARY

Insert Media vehicles can take many forms. Here are the most typical types.

Package Insert Programs

Packages carry a high rate of awareness since the package contains purchased product and is guaranteed to be opened. Riding along in these packages carries an implied endorsement by the host company. These are hotline buyers and known direct mail purchasers. Due to these positive aspects, base rate run higher than other insert media with pricing anywhere from $40/M to $80/M.(most commonly $50/M to $60/M).

Statement Insert Programs

Statements are also an implied endorsement program. They can be hosted by a bank, utility, cable TV, cellular provider, and other services. 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.

Customer Mailings/Ride Alongs

By definition, this is a mailing to an existing customer offering them additional products or services or perhaps a thank you or welcome. This customer has proven to have purchased via the mail at least once from this company. Most commonly, this is in a 6x9 or 9x12 format for mailing. This mailing also carries an implied endorsement from the host company. Rate card pricing is $40/M to $60/M.

Co-ops

This mailing combines inserts from a group of non-competitive advertisers riding together in typically a 6x9 envelope. Mailing volume is usually high and can mail as a mass mailing in zip code saturation or can be targeted via a theme such as New Parents, Senior Citizens, New Homeowner, etc. Names for the mailing are acquired via list rental and are not proven direct mail buyers. Pricing can be very negotiable and rate card pricing can range anywhere from $10/M to $40/M.

Mass Market Mailings

These are zip code, SCF or geographic designed mailings to a mass market. They can provide opportunities for on page advertising on slightly better than newspaper quality paper as well as provide opportunities for inserts. These mailings do well for geographic selections including the more rural (less direct mailed) C & D counties of the country. These are not proven mail order buyers and usually do not provide offer exclusivity. Pricing varies greatly from secure space to remnant space available just prior to printing and distributing. (Examples are: Val Pak, Mail South, Cap Media, Metro Mail, etc.)

Newspaper - FSIs (Free Standing Inserts)

Inserts are accepted into a Sunday paper or Wednesday coupon section. These inserts can be placed solo into the newspaper or run in an FSI which is then placed into the newspaper. An FSI (free standing insert), is a cooperative, full-color, multi-page flyer offering local, regional and national advertising with coupons, 800 #?s, etc. Available circulation is very high and costs range from $4/M to $8/M for the FSI. Costs can be much higher if placed directly with the paper to ride solo.

Catalog Blow Ins/Bind Ins

Catalogs offer a high volume distribution to a proven audience of buyers since the catalog is only mailed to the house file. A Blow In is an insert "blown" into the catalog during printing and a Bind In is stitched into the binding (or slid between staples). Although Bind Ins have more of a chance of staying inside the catalog by the time it reaches the customer, blow in?s tend to have better response. Bind in?s also require additional design to allow for a binding edge. Rate card pricing is usually $30/M to $35/M.