Advice for Your Insert Media Program

Looking strictly at the bottom-line is a short-term solution that hurts long-term development. Long-term steady growth is based on gaining value, not just cutting costs and resources. With insert media, the object is not to find the cheapest space, but to find circulation that will give the greatest ROI. Finding space that produces a great return usually requires some testing and investment. Continuing to test new and different insert media programs—along with various creative options—will help fine tune return. There is no real secret about that.

——Rob Stanton, director, business development, Stanton Direct Marketing Inc.