Insert Media Resources

A recent retail study conducted by Vertis, a recognized provider of marketing technology, titled “More Consumers Pay Attention to Inserts and Circulars than any Other Advertising Medium” (February 2008), revealed that 47 percent of Americans believe that circulars and inserts are the advertising vehicles that grabbed their attention the most – outpacing television advertising. Furthermore, inserts were the biggest single largest driver of purchasing decisions when compared to all other marketing channels.

Print is a powerful lead generator for a number of different reasons: it is more successful in establishing credibility than online advertising, people are able to view and process print material more efficiently than online content, and print advertising does always demand immediate action.

As with any industry, direct response and Insert Media has its own language. This glossary of terms will help you understand the different types of insert programs and how each program fits into a marketing strategy. Other commonly used titles and phrases are also explained.

Testing is the first step in getting started with Insert Media and is necessary to determine which programs will have the strongest ROI when purchasing more circulation. It will also provide the basis for determining success of the offer and how the creative solution supports the offer. Testing also identifies the most suitable program types for expanding a campaign's reach.

In testing, small quantities are used. This keeps initial costs reasonable while limiting risk. However, when looking at the return on investment, first-phase test results may not be viewed as overwhelmingly successful. Testing is the most expensive part of the process, but it is vital for learning the next steps. The medium's ROI is maximized to its full potential in the subsequent continuation phase by lowered unit costs associated with larger print runs and circulation commitments.