Insert Media Buying Guide: Committed to Its Roots

Insert media remains an important part of Mantis’ marketing mix

September 2006 By Irene Cherkassky

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To create lift, Mantis makes small changes, says LePera. Recently, for example, a pre-filled check box on the reply card was replaced by a small arrow pointing to an empty box, so recipients can check the box themselves. “The response was demonstrable,” he says. “As a consumer, I can’t see why that would cause a lift … but we did it, and it’s now part of our control.”

Although the industry may be changing—there has been an increase in available programs, but not as many high-impact ones, according to LePera—Mantis is committed to insert media. “It provides enough leads, and hence, enough viable prospects, and indeed customers to make it continue to be an important part of what we do,” he says. “It certainly is going to be a big part of next year’s program, and I hope in the years ahead.”

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