Stanton

Some advertisers will place on a truly last-minute remnant basis. They will actually keep material on-hand at the letter shop or warehouse where the distribution originates. If there is open space, the inserts are on site and can be used immediately. The downside is that there is no guarantee on placement because a higher rate piece would always have priority. I caution people when placing remnant orders. Cheap circulation that doesn't work is likely to be more costly than expensive circulation that produces a return. ——Rob Stanton, director, business development, Stanton Direct Marketing Inc.

Being prepared to place remnant orders can be a cost-saving strategy. Most seasoned users of insert media will print additional key codes of material for the specific purpose of last-minute placements. Placement rates can be most negotiable just prior to a closing date, but it usually requires quick action to get the inserts delivered to the required destination for distribution. ——Rob Stanton, director, business development, Stanton Direct Marketing Inc.

Looking strictly at the bottom-line is a short-term solution that hurts long-term development. Long-term steady growth is based on gaining value, not just cutting costs and resources. With insert media, the object is not to find the cheapest space, but to find circulation that will give the greatest ROI. Finding space that produces a great return usually requires some testing and investment. Continuing to test new and different insert media programs—along with various creative options—will help fine tune return. There is no real secret about that. ——Rob Stanton, director, business development, Stanton Direct Marketing Inc.  

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