Insert Media: A Miniature Resurgence

So, should you be mailing a miniature? For Crosstown Traders, the prospects and economics make sense, at least enough to test the medium. “Traditional advertising methods, such as consumer publications and special catalog sections, have been moderately successful for us in the past,” Harris says.

Traditional advertising’s conversion rate for Crosstown takes up to 12 months in some cases. This process requires multiple catalog mailings and can get expensive. “So by incorporating the miniature catalog,” Harris says, “we hope to convert prospects much quicker by giving them a vehicle to purchase from that is less expensive for us to produce and distribute.”