Michael Feldstein

Heather Fletcher is senior content editor with Target Marketing.

Boardroom publishes newsletters and books to make its 55-year-old and older readers happier, healthier and wealthier. So it stands to reason that the Stamford, Conn.-based health publisher would want to do the same for itself.

Insert media partnerships offer direct marketers great opportunities to engage other brands’ active, dedicated customers. The trick is to find the right partners to form a mutually beneficial bond for both parties. Here, Michael Feldstein, director of alternate media for Stamford, Conn.-based publisher Boardroom Inc., maps out how to go about finding mutually beneficial insert media partnerships, what the advantages and disadvantages are, and provides examples that have worked for Boardroom.

If location is any measure of success, that this year's Insert Day will be held in the Big Apple suggests that insert media as a sector is gaining more visibility. And nothing fosters success like more success. According to research conducted by Leon Henry Inc., about 60 new insert programs entered the market in the first six months of 2005. Given that Media Horizons puts the number of programs with annual circulations of 500,000 or more at 650, this growth spurt is a promising sign for a prospecting channel that used to be considered "alternate." And yet it's hard to define the size

You've heard that insert media combats rising postal costs and falling response rates. But how can you make it work? Read on to find out how three businesses used insert media to land new customers.

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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