Insert Media Is in Disused Stasis
As energetic as the creators and distributors of insert media are, 62 percent of marketers aren’t jazzed enough about the marketing channel to invest in it, according to the 2016 survey findings from Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
That figure is the record high percentage of marketers not using insert media from 2010 to 2016, per Target Marketing’s analysis of years of “Media Usage Survey” data. This “Insert Media” section is one of the marketing benchmarks of media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Insert Media Marketing (Package Inserts, Free-standing Inserts, Etc.)
The following is an excerpt from the research titled “Marketing Mix Trends 2010-2016.”
If this year’s numbers represent a trend and not a fluke, marketers pulled away from inserts, fliers and the like. Sixty-two percent of those surveyed by Target Marketing said they don’t use this channel at all — the highest level in half a decade, and well above the mid-50s level usually seen. Last year’s 50 percent level was the lowest, making the change all the more startling. Similarly, the 11 percent who increased their insert media use marks the second-lowest level of increased expenditures for this channel during the last half decade.
Part of the reason for the drop may be declines in print circulation levels as publishers encourage subscribers to purchase digital editions. Similarly, St. Petersburg, Fla.-based Valpak, one of the larger coupon envelope distributors, has held its circulation steady at around 39 million for a few years. The 25 percent of respondents who maintained their level of spending on this channel (a figure down somewhat from years’ past) may reflect this stasis.