Inserts Are They Still Worth Your While?

Debra Goldstein, senior vice president of the LH management division of Leon Henry Inc., says she's seen insert media programs take off in recent years. "A number of new mailers have been jumping into the insert media mix, especially in the health and apparel categories," she notes. Blow-in programs are increasingly popular among her catalog clients. "They're less expensive to ride with and provide a large-volume distribution in a short time frame," she says, "although the results may not be as strong as package inserts."