Insert Media: Think Outside the Book, Part I

While there are some catalogers using insert media as a viable channel for customer acquisition, the vast majority don’t. Insert media represents a cost-effective way to reach proven mail order buyers at a fraction of the cost of printing and mailing a full-size catalog.

Consider the economics. Between printing, postage, list rental and letter shop costs, a typical catalog runs at least 50 cents per piece to get into the mail. The media and printing costs in insert media cost 3 cents to 10 cents per piece to get into most programs, depending on how elaborate a piece you decide to print and which type of insert media channel you go into.