Last-minute Insert Media
Some advertisers will place on a truly last-minute remnant basis. They will actually keep material on-hand at the letter shop or warehouse where the distribution originates. If there is open space, the inserts are on site and can be used immediately. The downside is that there is no guarantee on placement because a higher rate piece would always have priority.
I caution people when placing remnant orders. Cheap circulation that doesn't work is likely to be more costly than expensive circulation that produces a return.
——Rob Stanton, director, business development, Stanton Direct Marketing Inc.