Zed Marketing Group

One Size Does Not Fit All When It Comes to Print Guidelines
March 20, 2007

Mike Zuckermandel of Zed Marketing Group in Edmond, Okla., says you can’t count on creating one insert to work in all media choices. During the recent DMA Insert Media Day in New York City, he shared his suggestions to make the best money-saving decisions for insert media, including choosing size, printers and paper stock: 1. One size doesn’t’ fit all. Blow-ins range in size from 3-1/2 in. x 5-1/2 in. up to 5-1/2 in. x 6 in., and are best at less than 0.10 oz., but can go higher. Catalogers watch the weight of blow-ins carefully because a heavy one could boost their postage rates.