Boost Response From Insert Media

Linda Callahan, senior vice president at Hartsdale, N.Y.-based Leon Henry Inc., a direct marketing services firm specializing in insert media, notes that catalogers approaching insert media for the first time often will try to curb printing costs by using the same 3.5-by-5-inch card for multiple programs. She regards this as a mistake. "You should take advantage of putting in the biggest piece you can. It may mean you're using a different piece for each program, but that's how you'll drive your best response," says Callahan.