Inserts Are They Still Worth Your While?

"Depending on your printer's capabilities and your mail file, the technology is available," says Coffey of Lillian Vernon. "The abilities for targeting are continually expanding and improving. The issue would be practicality. The added complexities would need to be realized in increased revenue."

Gretchen A. Peck is a freelance writer who covers the printing, publishing and graphic arts industries. Reach her at gretchenpeck@verizon.net.