Avoiding bumps in the inserts road

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The first step is choosing the right size and format. The maximum weight is normally 0.25 ounces; however, some co-ops and ride-alongs accept heavier. A typical insert uses 45- to 70-pound paperweight stock.

> THE TAKEAWAY

When using keycodes, factor in additional pieces for overage and spoilage

Inserts must have a key code on the response portion for tracking. Most advertisers key in set quantities; ship extra to account for overage and spoilage. Send each client a shipping information letter for each order with the exact start date of the program.

Mark each carton of inserts with the name of the advertiser, a sample of the insert taped to the outside of the box, quantity per box, total quantity, number of boxes, key code, number of boxes per skid and date of insertion. All boxes should contain packing slips to verify.

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