Insert Media The Blame Game

March 2005

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It might be possible to negotiate the placement CPM a little "tighter," but it is equally important that the mailer review the insert creative to see if the response rate can be increased by a better, clearer, cleaner presentation. It is certainly easier to blame low responses on the medium rather than it is to re-evaluate the insert to see if it clearly shows off the product or service to its best advantage.

—Al Stanton, president, Stanton Direct Marketing Inc.