Insert Media: A Miniature Resurgence

While a few miniatures are being mailed as stand-alone marketing vehicles, most traditionally have been part of insert media programs, such as package inserts, statement stuffers and blow-ins, and polybagged with other media, such as magazines.

Here are some key factors to consider:

Costs

A mini-format catalog often can be produced for 20 cents or less per copy, notes Anita Priest, a supervisor at Wilmington, Mass.-based UniFirst Corp. UniFirst has been producing miniatures since 2003. Last year, it inserted about 750,000 of them into several of its media programs.