Len Holland

By Arlene Rosen Insert media has come a long way from the time Len Holland, the grandfather of this medium, first began placing inserts for Popular Club Plan in the 1960s. Now there are package inserts, ride-alongs, statement stuffers, card packs, newspaper inserts (FSIs) and the increasingly popular blow-ins. What used to be called "alternate" media, has quietly gained more significance over the years, but without many direct marketers really taking notice. With more than 1,500 insert programs on the market, many unique, non-traditional insert situations and billions of inserts being placed annually, doesn't insert media deserve to be considered mainstream? A

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