Inserts Are They Still Worth Your While?

For some catalogers, third-party marketers provide a new revenue stream that can help offset postal costs, says George Zengo, president, catalog and retail services, for printer R.R. Donnelley. "With the recently announced 2007 postal rate case," he says, "we expect there to be a heightened level of interest in third-party insert programs. Today, however, their use is restricted to a small, but growing, group of catalogers," including such product categories as sporting goods, home furnishings, electronics and apparel.