Alternate Media Other Catalogers Use and Why

For his part, Madyda notes that blow-ins can sometimes allow for regional selectivity not possible with package inserts. He notes that, “As long as the program owner feels it’s not competitive, they’ll let [other catalogers] in.”

Marilyn Black, president of Warminster, PA-based direct marketing agency Marilyn Black & Associates, says blow-ins are inexpensive but “can fall out on the way in from the mailbox.” You get what you pay for: Make sure the ROI justifies the means.