Insert Media: What Is the Biggest Misconception?

CATALOG AGE asked list pros: “What is the biggest misconception about insert media?”

BART LORING, president/CEO of New City, NY-based Loring Direct Response

“Unfortunately, a major misconception is that it is a downscale medium for catalogers, when in reality there is no better way to get catalog requests. It’s an economical, inexpensive way to reach a big audience for lead procurement for catalog mailings.”

LEON HENRY, president/CEO of Scarsdale, NY-based Leon Henry Inc.

“The biggest misconception is the efficiency and efficacy of the insert medium. Mailers using inserts find them to be productive for inquiries or sales depending upon the marketing need for a one-step or two-step approach.”

RICH BAUMER, president of New York-based Venture Direct Worldwide

“That the roll-out potential is not significant, and that business-to-business marketers are limited in the number of programs available to them. In reality, there are more business-to-business programs than ever before, and you can roll out to very significant numbers if your test is successful.”

DEAN BARILE, vice president of insert media management for Hackensack, NJ-based Mokrynski & Associates

“That insert media programs are just thrown together haphazardly. There really is a real plan much similar to how we do a direct mail plan. Another misconception is that it’s just an alternate thing you do when times are good. You can use it, if it’s done correctly, all the time as a steady source of customer acquisition.”

MARIE BUZZEO, vice president at Greenwich, CT-based Direct Media

“That it’s not a profitable way to acquire buyers. If catalogers have the right offer, creative, and vehicle, they can make it profitable. What they can do is take an audience normally not as profitable to do a direct mailing to, and make it profitable through insert media because of its lower cost.”

AMY BENICEWICZ, vice president of Bethel, CT-based Catamount Group

“Catalogers don’t realize the long-term value of making a small investment in insert media. They don’t realize the benefit of taking their best-selling products or product and offering it through insert media. Long-term customer value can be generated with little expense.”

FRAN GOLUB, senior vice president, list management at Pearl River, NY-based Walter Karl

“A lot of program owners feel [insert media] hurts the image of the catalog. If anything, it is a value added to their customer. Program owners have the opportunity to review all inserts before giving their approval. Some even find that the more offers they present, the more responsive customers become.”
Interviews by Margery Weinstein

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