Global Media Choices (589 words)
Lists are harder to find outside the United States. Not only are there fewer lists, but the universe of names is smaller and more expensive to rent. As such, direct marketers should consider other media to complement their overseas direct mail efforts. One reason for the lagging international list market has been the lack of subscription lists. In Japan and parts of Europe and Latin America magazines are primarily sold on newsstands.
Here's a look at some of the media options worldwide.
• Beyond direct mail, space advertising is clearly the number one choice, says Nigel Rowe, managing director of Lavery Rowe, a U.K.-based direct marketing agency. Peruse any one of approximately 19 national newspapers in Great Britain and you'll find it saturated with off-the-page ads. In addition, a host of both business and consumer magazines with high circulations accept space advertising.
In Japan, where the population is highly literate, catalogers that track orders from catalog requests have found space ads increase their net.
Space ads can be used either to generate leads or to sell low-end merchandise off-the-page. "Generally, the type of industry will dictate whether space advertising is used to sell off-the-page or to generate leads," notes Brian McConnell, president of WWAV Rapp Collins North America. For example, a cataloger might sell off-the-page, while a financial services mailer may use an ad to generate leads.
• Free-Standing Inserts (FSIs) are another avenue for generating sales or leads through print media. Inserted into newspapers, FSIs can be in the form of a single stand-alone sheet or a catalog. In Europe, where print is still the dominant medium, FSIs have tremendous reach. In the U.K. alone, 57 percent of the British population reads a national morning paper and 64 percent read a national Sunday paper.
Inserts are also popular in Japan where stand-alones can be bound into mailed catalogs as well as dropped into print media. For example, Nissen, a large Japanese cataloger, accepts leaflets and pamphlets as inserts into its catalog. Mailers can select from a geographic region or catalog issue.