Catalog Insert Programs - The Team Approach

Matchmakers

Fortunately, catalogers and advertisers aren't flying solo in these initiatives. Third-party agents are there to lend a hand by marketing advertising programs for the cataloger and helping to keep that all-essential communication between parties flowing.

The LH Management Division of Leon Henry Inc. sells blow-in, bind-in, package-insert and ride-along programs to non-competitive advertisers, in turn generating revenue for clients such as Current catalog. Explains Debra Goldstein, divisional manager of LH Management: "We're the insert manager responsible for selling blow-in or bind-in space into the Current Social Expressions and Scrapbooking catalogs. In addition, we manage their package-insert program, [for which] inserts will be collated into an envelope and placed in the shipments with merchandise purchased from the catalogs."