Arlene Rosen

Direct marketers interested in finding out if their products and services might appeal specifically to different multicultural audiences should consider insert media options. Although some firms drive all their direct sales through insert media, plenty of others turn to these media programs as a less expensive testing ground for offers, creative and niche markets. Insert media expert Arlene Rosen, president of New York, N.Y.-based ARA Media Solutions, shares some insights on how to reach niche markets via various types of insert programs. Target Marketing: What role does insert media play in helping marketers reach niche markets, such as Hispanics, Asian Americans and the GLBT

It’s doffed its “alternative” moniker, taken its rightful place in the direct marketing mainstream and earned respect among professionals as a money-making option. But despite its reputation, there remain a few avenues of insert media left to be fully explored. For more than 15 years, Arlene Rosen, president of New York–based marketing firm ARA Media Solutions, has been leading the forward march, specializing in finding and creating unique insert media opportunities that meet the specific needs of her clients. To create a unique insert media program, Rosen seeks out companies without established insert programs but who have an affinity to a client’s product

By Noelle Skodzinski Last month, an insert for Columbia House DVD Club appeared in a Dell consumer catalog and another for Real Simple magazine turned up in a J. Jill catalog. We suspected this could be an indication of more things to come, and we were right. A Linens-N-Things welcome-to-the-neighborhood mailing arrived in the mailbox with two friends in tow: an insert for American Blinds, Wallpaper & More and an insert for Bellawood floors (910LINTHI0204). The Linens-N-Things mailing (received by the Who's Mailing What! Archive in February) included a letter with a tear-off 20-percent-off coupon, and a "First Things First—New Mover's Checklist," which lists

Mailers are having success with package Inserts, co-ops, Blow-ins and statement stuffers—they'd just rather not talk about it By Alicia Orr The title for this piece came from a conversation I had with Leon Henry during the Annual Catalog Conference in Boston last June. "You know," said Henry, chairman of Leon Henry Inc., "inserts fly below the radar screen. We're quite a large industry if you'd take the time to look. We're a factor and no one knows it." So I accepted Henry's challenge and decided to tackle this story. No easy task. It's difficult, if not impossible, to accurately quantify the size of

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