Insert Programs

Insert media has been around for decades. As an alternative to direct mail, insert programs can be much more cost effective. An insert program averages less than $100/M and can get as low as $35/M. You are sharing the costs with other advertisers and you can target specific niche markets. You usually get category exclusivity and your offer gets an implied endorsement from the sender. You can test different programs, track your results and define the return on your investment.

Insert Brokerage
Low-cost, targeted Insert Programs provide great exposure at lower costs than solo direct mail. Inserts reach direct mail buyers who are loyal to specific products and services. Because mailing costs are shared, insert programs are extremely cost effective. Insert advertisers benefit from the host mailer's powerful brand recognition and reputation in the marketplace

Package Inserts: These are free standing promotional pieces delivered to a mail order customer via their fulfillment package, i.e. the insert is delivered to you in a box containing a shirt you ordered from a catalog. Naturally the product shipment types vary dramatically: catalog generated vs. space generated, continuity or club oriented, business-to-business vs. consumer.

Card Decks: This vehicle usually consists of 20 or more 3-1/2 x 5-1/2" business reply cards delivered in poly packs. Rate card prices average $25/M - $30/M. Currently, some 750 decks are available in approximate circulations of 100M -250M each. Most decks will accept pre-printed inserts at a higher cost per thousand. Many are also mailing in a larger format, 5-1/2 x 7-1/2" that are more pre-print friendly.

Ride Along: In this instance a company mails a catalog, circular or announcement to its customer base and allows outside advertising to ride along. An advertiser can count on this method of distribution since the company doing the mailing has a vested interest in getting out their own promotional pieces.

Companies like music marketers Columbia House and BMG dominate this category and offer regular mailings in blocks of 2MM-6MM to their club members. Advertiser's response from this category is strong - comparable to package inserts. Average prices range from $40/M - $60/M. Outside inserts are from 4-6 per mailing. Response curves are similar to direct mail.

Statement Stuffers: These mailings include invoices and statements generated by cable TV companies, utilities, credit cards, magazines, clubs, continuity programs, retailers, businesses and so on. They are usually distributed in small envelopes so your insert needs to be no larger than 3-1/2 x 6-1/2" to fit. Outside inserts are generally limited to 3 since statements get mailed first class (high percentage of deliverability) and additional outside advertising would bump them into the next postal class. Response tends to be strong. The average price is running $45/M.

Catalog Blow Ins: Many catalogs are now beginning to offer blow-in space, traditional advertising space, and business reply card (printed 3-up to make a page) space in their catalogs to further serve the direct response advertiser. Blow-ins can run as little as half the price of package inserts to the same customers.

Insert Programs Available:

Amazon.com Insert Program Call for Count
BMG CD Merchandise Shipments 8,305,000
BMG Country Music Ride-a-Long 7,400,000
BMG Jazz Music Ride-a-Long 2,300,000
BMG Latin Music Ride-a-Long 4,230,000
BMG Music Service Ride-a-Long 44,000,000
BMG Music Service Statements 6,960,000
BMG Sound and Spirit Catalog Ride-a-Long 6,900,000
Columbia House DVD 1st Class Member Correspondence 3,000,000
Columbia House DVD New Member PIP 2,874,000
Columbia House DVD PIP 10,380,000
Columbia House DVD Ride-a-Long 67,847,000
Columbia House DVD Statements 6,000,000
Community Journal Shopper OHIO - Blow-In 247,380
Minnesota GOOD AGE-Journal of Active Living 70,000
Minnesota Parent Magazine 80,000
Pennysaver Upstate New York - Blow-In 103,000
Senior Connection And Mature Lifestyles Magazine Florida Blow-In 120,000
Senior Connection (Catholic) Southern California Edition Blow-In 54,000
Senior Connection (Catholic) Chicago, Il Edition - Blow-In 100,000
Shepherd Express - Blow-In Milwaukee 75,000
The Land (Farmers and Family) Minnesota 33,250
Wildlife Conservation Magazine - Bind-In 100,000
Wildlife Conservation Magazine - Blow-In 100,000
Massey's Shoe Company Catalog Statement Insert Program 160,000
Ashro Lifestyle Catalog Blow-in Program 4,550,000
Mason Shoe Company Catalog Statement Insert Program 1,420,000
Seventh Avenue Catalogs Package Insert Program 2,645,000
One Hanes Place Catalog Buyers 404,876
Pitney Bowes Service Statement Insert 8,160,000
Doubleprint PIP Package Insert Program 74,000
Verizon Yellow Pages Insert Program 4,500,000
Globe Direct Packaging Insert Program 65,000,000
Drive Financial Statement Stuffer 3,600,000
Bally Total Fitness Statement Stuffer 5,220,000
Healthsmart Today Magazine Blown In 3,000,000
USA Today Billing Statement Stuffer 55,000
Office Depot Small Business Statement Stuffer 1,217,000
Eckler's Industries Call for Count
Circuit City Call for Count
Frontier Communications Call for Count
Lagenbach Call for Count
Omaha Steaks Call for Count
Cigars International Call for Count
Monterey Bay Call for Count
Beaming Baby Call for Count
Bebe Amour Call for Count
Bright Minds Call for Count
Cotton Moon Call for Count
Cabela's Call for Count
Northern Tool & Equipment Call for Count
Welcome Wagon Call for Count
Staples Call for Count
Day Timer Call for Count
Fingerhut Call for Count
Brides to Be Call for Count
Brookstone Call for Count
Camping World Call for Count Call for Count