Inserts Are They Still Worth Your While?

Generally speaking, consumer catalogs have been more inclined to develop insert programs than business-to-business (b-to-b) mailers, Zengo says. But that may shift soon. "Today, we don't see b-to-b catalogers using third-party inserts as much as consumer catalogers," he says. "With the proposed 2007 postal rates, however, we expect more business catalogers to test third-party inserts."