Alternate Options (2,181 words)
As the price of postage goes up, and response rates in direct mail dip, more and more marketers will turn to the option of alternate media. In turn, more alternate media opportunities will open up for marketers.
Says Jody Smith of Walter Karl, "List owners who are putting bounce-backs into their outbound packages are starting to realize that by opening their packages, catalogs and statements up to image-compatible, non-competitive inserts, they can enhance the value (or perceived value) of their packages, increase exchange opportunities and offset their postage and printing costs as well."
It's a win-win opportunity for everyone.
Bank, oil and retail stuffers. Cost: $40/M. Call Mike Epstein, Media Syndication Global, (212) 726-5214.
BMG Ride-along. Cost: $65/M. Call John Ahern, American List Counsel, (908) 874-4300, ext. 6231.
New dog owner sample bags, retail bags, college memo board inserts, airline ticket jackets. Cost: varies. Call Diane Sparks, Lifestyle Change Communications. (770) 984-1100.
Retail Package Insert Programs
Home and garden retail package inserts. Cost: $50/M. Call Lee Moore, American Manufacturing Alliance, (501) 623-6723.
Various programs available. Cost: $39/M. Call Venture Direct, (212) 684-4800.
Super Coups. Cost: $8/M. Call Meghan L. Putney, MailCoups Inc., (800) 626-2620.
Targeted inserts. Cost: varies. Call Joseph Fenton, Target Reach, (410) 361-8614.
Unsure of which alternate print media to test? Leon Henry Inc. offers literature on how to get started in alternate print media and the different options available. For information, call (914) 723-3176.