Boost Response From Insert Media

Do identify your target audience. "Insert media is not as easily targetable as list media, because in most cases you can't select [recipient categories] within the program," acknowledges Amy Benewicz, former vice president of The Catamount Group, a Bethel, Conn.-based direct marketing agency. Even still, Benewicz says, if more than 50 percent of a package insert or magazine ride-along program's intended audience is in your target audience, that's a good program to test.