Insert Media Buying Guide: Inserts Mean Business for Information Products Company
TM: What is your biggest challenge in using insert media programs successfully?
JA: My biggest problem is that sometimes the results aren’t consistent. In other words, if [my insert] is riding along with a credit card statement, it’s going to the same people regularly [which produces a regular response pattern]. Sometimes, I get a flaky result, and generally it means that something happened at the lettershop during the insertion process.
The lettershop is paid by the program owner and not me—if it was me, I’d have fired many of them—so I don’t have any control over the situation.