Insert Media Buying Guide: Special Report
With media fragmentation a reality for all marketers, finding a way to be in more places at the same time is critical to capturing prospects’ and customers’ attention, not to mention growing sales. At the same time, those locations all need to produce an acceptable ROI.
Due to its attractive CPMs and the increasing number of available programs, some marketers are considering insert media campaigns for the very first time. And they’re finding that this channel can work well, but only if they’re willing to really invest some time to build a media strategy and to be tireless in their testing. While more insert programs are on the market than ever, success is not as easy as simply picking the first big, branded program you see.
Insert media experts Leon Henry of Leon Henry Inc. and Lisa Roland of Everyday Media, who both head up full-service insert media agencies, discuss a few of the ins and outs—or ups and downs, if you will—of the channel in the story, “Help Wanted.”
Also in this report is a look at one of the less talked about formats in insert media: free-standing inserts (FSIs). Copywriter and consultant Lea Pierce points out the benefits of newspaper circulation and offers a few creative pointers on how to get the most out of your FSI in “Thinking Outside of the Mailbox.”
—Hallie Mummert, Editor-in-Chief