Why use inserts?

Inserts are extremely versatile as they can run in a wide range of publications – national press, colour supplements, contract publishing titles, consumer magazines, business and professional magazines, third party programmes (catalogues, statement mailings, goodie bags) and paid for regional press titles. They are also very flexible in terms of timing – from daily to weekly, monthly or quarterly distribution, which helps manage response curves ensuring call centres are not swamped at one time or sitting unused at others.

With all things being equal in terms of creative and offer etc, inserts deliver between 5 - 10 times more responses than press advertising. When using subscription copies only, which reduces wastage, they can deliver a response rate 80 - 150% higher than the traditional news stand.

There are a number of ways that inserts can provide creative stand out for the client. Not only can they be inserted as a loose insert but they can also be bound in and ‘tipped’ on to a page ad or relevant editorial. Many publishers offer a combined media, print and production deal.

The other key advantage over press advertising is that inserts can be placed on an exclusive basis providing cut through for the advertiser.

Inserts, as with all other offline media, will also deliver online response and sales. Current estimates show that this can be anywhere between 10 - 50% of total response, subject to the promotion of the website and the interactivity and usability of the site.

Environmental Impact

There are a number of ways in which inserts can be planned, produced and delivered to help reduce their environmental impact:

  • The targeting techniques now available for inserts mean that distributions can be more specific thus reducing wastage.
  • National press and colour supplements now offer ‘zoned’ distribution meaning that inserts can be targeted via postcode or warehouse distribution. This provides the perfect alternative/complementary media to door drops especially within large towns and cities where wastage is high due to high penetration of business addresses.
  • Magazines with large enough circulations offer regional targeting to areas that will deliver more prospects based on the client’s profile.
  • Use of subscription copies reduces the opportunity for the inserts to fall from the publication and provides a more targeted opportunity for the advertiser. Also it gives the consumer the perception that the insert is endorsed by the publication as the publisher would only carry advertising material that they feel would be relevant to their customer base
  • Inserts can of course be produced with paper from sustainable sources. The DMA Inserts Council actively encourages clients to carry an environmental logo, in particular the “Read, Respond, Recycle” best practise logo.
  • Reducing grammage of the paper stock also provides environmental benefits without compromising the effectiveness of the insert. The printer may also be able to recommend a more press efficient size.
  • Reducing the level of ink used on the insert will save energy. Vegetable and alcohol free inks are a good alternative.
  • Inserts can be packed in recyclable packaging and pallets. Also publishers may not require cartons or wrapping.
  • Minimising deliveries by delivering in bulk and consolidating deliveries further aids the carbon foot print.
  • Reducing the number of overs supplied to the media owners will reduce wastage, particularly on the larger volume insertions (3% of 100,000 is a more realistic figure than 3% of 3 million).

In summary, inserts are not only a highly responsive media that should be integrated within any client’s media mix, but there are also a number of ways that they can be planned, produced and distributed whilst reducing the impact on the environment.

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