Insert Media Celebrates 50 Years
Although insert media gained wide acceptance from clients and drew support from list managers and brokers, Henry points out that the channel’s growth has been stymied by its clandestine nature. Advertising has always been a “me too” sort of business, and while it’s easy to see which companies are seeing success with the Internet or using space ads, package inserts travel along quietly, says Henry.”People spend lots of money on it, but you just don’t see it unless you look really hard.”
While a significant number of catalogers use insert media regularly, both as advertisers and distributors, it’s a relatively small percentage of all catalogers, says Henry. He acknowledges that some catalogers don’t like the idea of anything reaching their customers that they didn’t create. Others realize there’s money to be made by opening their packages, and some catalogers even consider inserts as a benefit to the customer by offering services or products that complement their brands. Henry is quick to point out that all of these viewpoints are valid.
He’s even quicker to note that the number of catalogers not using insert media represents a huge amount of potential for the industry. And after 50 years, there’s no forseeable end to the number of packages being mailed, which means insert media isn’t going anywhere either.