Insert Media: A Miniature Resurgence

As UniFirst’s full-sized catalog can cost up to 50 cents per copy to produce and mail, “the miniature is an economical addition to our mix,” Priest says.

UniFirst’s miniatures are produced by Web Direct Marketing, a Wheeling, Ill.-based printer and direct marketing agency that specializes in miniature catalogs. President/CEO Vernon Carson says that the 15-cent to 20-cent cost of most of the miniatures created and distributed by his company includes media research, placement, print production, shipping to the post office and mail tracking and monitoring.