DMA Begins FSI Program

Share this article:
SAN FRANCISCO -- The Direct Marketing Association will try to increase market share for the industry with the launch of a 2.2 million-piece free-standing insert program next month, according to DMA president/CEO H. Robert Wientzen.

He made the announcement during his keynote address yesterday at the DMA show at Moscone Center here.

The program will have a holiday gift theme and run in Sunday newspapers in select areas nationwide Nov. 24. The four-color FSI was designed by AGA Marketing & Design and will be circulated by Valassis.

For this test, 20 direct marketers from the DMA's Shop-At-Home Image Campaign were selected to participate. They include L.L. Bean, Omaha Steaks, Harry and David, Brylane Home, Lillian Vernon, Hammacher Schlemmer, Discovery Channel and Casual Living.

The FSI also will contain the Web address for the DMA's consumer shopping site, The site features listings for more than 200 member catalogs.

If the program is successful, the DMA will consider future FSI programs, Wientzen said.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Customer Centricity Is Spurring Marketing-Tech Investments

Customer Centricity Is Spurring Marketing-Tech Investments

A majority of marketers rank customer satisfaction improvements as paramount in the technology investment decisions.

Big, Bold Moves in the C-Suite

Big, Bold Moves in the C-Suite ...

JCPenney appoints Home Depot's Marvin Ellison as CEO; Harte Hanks and JWT add hitting power to their C-level benches

Campaign Comes to the States

Campaign Comes to the States

DMN's UK-based sister publication launches Campaign US