Insert Media Is About to Explode
Trade publications also have pledged their support by running online listings and giving us space for expanded coverage of insert media. To reach a more expansive audience for Insert Day and to increase the visibility of insert media overall, we plan on involving major newspapers as well as local ones in the Westchester, NY, area where Insert Day will be held on September 10, 2003. Insert media has never been seriously promoted in the past, and that is about to change.
In an economy where spending is flat, advertisers are cutting back, magazine ad sales are down and major catalogers are filing for Chapter 11, insert media is strong. Its strength focuses on cost effective ways to generate sales. The major direct marketing companies have active alternate media divisions. Printing companies and mailing houses can attest to the extra revenue created from inserts.
It's a profitable industry for an elite group of mailers, program owners and vendors. Many direct marketers have offered their support for our new vision. Collectively, we are about to change the scope of participation through the explosion of the new "alternative," insert media.
Arlene Rosen is president and founder of Alternate Response Associates Inc. She has been in direct marketing for 13 years and has served as chair and co-chair of the ARM Council since 1999. She can be reached at (212) 245-6691, or e-mail at firstname.lastname@example.org.