Special Report Insert Media Buying Guide
In previous years, finding additional programs to test was like selling door-to-door: Some people were instant sales, some slammed the door in your face, some didn't have the means to buy, and others simply ignored the doorbell.
But conditions continue to improve for this channel's progress, urging marketers to develop new insert media programs—or at least be open to partnerships that help both parties expand their market exposure.
Let's take a look at which sectors are producing the most new program options, some tips for hunting down your insert media options and tactics to ensure you don't miss out on any valuable testing opportunities.
Where the New Programs Are
One of the great challenges in assessing the growth of the insert media sector is getting an accurate count on the number of new programs. To the best of its knowledge, Leon Henry Inc., an insert media and list marketing firm in Hartsdale, N.Y., figures 60 insert programs made their debut between January and June of this year. But that estimate doesn't include the various "unofficial" programs not listed with SRDS, mIn and NextMark—insert opportunities that have to be found through industry contacts.
There's no place anyone can go to get authoritative, conclusive answers to questions of channel universe and growth over time, says Leon Henry, CEO of Leon Henry Inc. For all the new programs launched, others shut down and many others change in annual reach.
And yet insert media professionals are certain the sector is booming. Benicewicz asserts that the pace of new programs being developed seems faster than ever before, and attributes a significant percentage of this influx to companies that already offer one type of program also "looking to see where they can get additional volume for their inserters." For example, companies with package insert programs now are taking blow-ins in their catalogs, putting inserts in their branded credit card statements, etc.