Inserts Are They Still Worth Your While?

Choose a Partner Wisely

R.R. Donnelley advises its direct mail and catalog clients to be very careful in how they choose an insert partner, according to Zengo. "Most catalog clients evaluate the use of third-party inserts in terms of how they might impact their brand," he confides.

The cataloger must adjudicate each potential print partner, and determine if it has a brand image that's "consistent" with the catalog's own image. "The answer to that question will determine if — and what types of — inserts a cataloger will allow in their catalogs," Zengo says.