If an offer works in the States, it will likely do well in the United Kingdom. However, the media used to convey your message may vary across the Atlantic. While the supply of U.K. lists continue to grow along with demand, a grab bag of media also helps direct marketers acquire U.K. consumers. Britons enjoy 20 national newspapers and countless regional and city dailies. These papers are full of ads, 86 percent of which carry a direct response mechanism, whether it be a coupon or a telephone number. Newspapers also contain a variety of free-standing inserts (FSIs)—either single stand-alone sheets or standard
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