Inserts Are They Still Worth Your While?

In weighing the pros and cons of each type of insert media, Joyce Beggs, president of Media Horizons Inc.'s catalog marketing group, notes that co-op mailings can be attractive because they're low-cost. But on the flip side, they reach a general, rather than targeted, audience. "Because of that, the rate for inserting into a co-op is much less than package inserts," she points out. "Response rates will be less, but the distribution is broader."