Insert Media Buying Guide: Know Today’s Insert Media Terrain
After all, insert media users and programs can benefit from new players in the mix. New users provide new income sources for program owners and lessen their dependency on the usual cast of players. New players also provide the impetus for new program development. Many advertisers will test any new program to the market that meets their demographic and program requirements for size and source.
Trend: Industry Consolidation
With all-too-alarming frequency, our industry is consolidating. Many insert media institutions have been bought by noninsert media corporations looking to gain a foothold in the industry. On the upside, this development may serve to bring new users and applications to the industry.
Challenge: Projections and Reporting
Providing an accurate forecast of its projected packages shipped, statements mailed, catalogs mailed, samples distributed, etc., is a challenge for any program—and its manager. Some programs shy away from committing to projections, as these may fluctuate and fall short of expectations. However, this information is imperative to the advertiser for accurate planning, printing and response estimation. It’s also important for the manager to allow the advertiser to properly market the program and to provide realistically attainable revenue projections to the program owner.
Timely reporting of status to the advertisers by the program managers/owners also is important for a number of reasons. Advertisers use status reports to verify and read results, plan for the future, and make printing adjustments to a particular program. Although program projections are just that—projections—you should strive to make these as accurate as possible.
Keep the Momentum Going
This is both an exciting and demanding time for the insert media industry. We have many new advertising partners, programs and ideas to embrace, and we must work together to build on the momentum this industry has achieved. After all, today’s challenges also represent opportunities, and may very well be tomorrow’s trends.