Insert Media: A Miniature Resurgence

Motherwear distributed 750,000 miniatures last year, and placed them in various marketing vehicles, including polybagging them with the debut issue of American Baby magazine. “The response rates weren’t quite the same as with our main catalog,” he says, “but were still respectable.”

Likewise, Tucson, Ariz.-based Crosstown Traders, the Charming Shoppes unit whose catalog titles include Old Pueblo Traders, Lew Magram, Bedford Fair and Figi’s, among others, has budgeted a conservative 0.3 percent response rate, according to Trish Harris, manager of print services/media.