Special Report Insert Media Buying Guide
So you're always trying to fill up your program. What you'll do is accept a higher discount to get those pieces in, and before you know it, the overall average you're getting on these things … it's been a while, but if people are getting $40/M to $50/M, God bless 'em. The last time I looked at it with an outside company, realistically, we were looking at around $20/M, which is cost-prohibitive.
TM: How do you determine if the demand is there before you start an insert program?
Feldstein: You're never sure until you actually put a program on the market, but if there are similar competitors who are doing well with their insert programs, that's certainly a sign. And if you've got people asking to insert into your shipments, obviously you know there's a demand. Another thing is if you're renting a lot of names to certain mailers, you know they're always looking for alternate ways to reach your customers. Those would probably be your best prospects, people who are continuing on your list. They know your list is working, so chances are that a package insert will work for them as well.