Insert Media: Think Outside the Book, Part I

As you do with catalogs, test insert media programs. Not all programs work for every cataloger. The key is to test a variety of programs with small quantities (typically 50M to 100M pieces). Ideally, you should test at least 15 programs if your budget allows. If you test 15 programs, expect to find five to seven winners worthy of a significant rollout. Test programs with large rollout potential, preferably with at least 1 million inserts annually. Plan on about $2,500 to $5,000 per program for testing to get a good read on each program.