What's New and What's Hot in Alternative Print Media? (1,045 wo
By Rachel McLaughlin
What's new in the world of alternate media? Lots! Traditional alternate media options, such as inserts in billing statements, have been joined by some newcomers. Telecoms have opened their billing statements to advertisers; and more unusual ways of reaching people, such as ticket jacket advertising and airport baggage carousel messages, offer more alternative options than ever before for marketers looking beyond traditional direct mail for ways to prospect.
A Whole New World
A whole new avenue of statement stuffers has recently opened up: the giant telecom industry. AT&T Wireless Long Distance and MCI WorldCom went to alternate media company Leon Henry Inc. to offer mailers the opportunity to include inserts in their billing statements.
Advertisers are jumping at the chance to ride along in these statements, says Debra Goldstein of Leon Henry Inc., because it is a golden opportunity to reach 70 million consumers. As these telecom companies don't rent their list, getting into their statement is the only way to reach their customers.
An additional statement stuffer opportunity that's hot right now, is in utility companies' statements, says Jaime Sbordone of Alternate Media Group. "The circulation is over 100 million annually," she says.
Another exciting event in alternate media, according to Leon Henry's Debra Goldstein, is the incredible interest and growth in computer-related programs. "Mailers want to reach these buyers any way they can, whether it be through blow-in/bind-ins, package inserts or statement stuffers. As more become available, this will certainly become very competitive," says Goldstein.
Bigger is Better (and stickers boost response!)
A trend has occurred in the last several years in card deck advertising: moving from the smaller, 3˝x51⁄2˝ decks, to larger, 6˝x71⁄2˝, decks. According to George Sala, advertising sales manager at Prentice Hall Direct, the larger size, made possible by changes in postal regulations, gives advertisers more room to deliver their messages.