Alternate Media Other Catalogers Use and Why

This is a problem for holiday offers: If your offer is inserted into a package after Nov. 15, the chance of a good response decreases, Madyda notes, adding that most orders are already in and catalogers start to get concerned about delivery issues.

Package inserts deliver the best response among alternate media, with some variance by type of offer, Madyda says. With co-ops and ridealongs you get a lower comparative response, but at a lower cost per thousand (CPM).