Greco Praises Insert Media as DMA Boosts Segment Programs

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NEW YORK -- "Insert media is a key, credible component to multichannel marketing programs," Direct Marketing Association president/CEO John A. Greco said yesterday in a keynote address at the DMA's 3rd annual Insert Media Day at the Marriott Marquis.

He cited insert media's relative immunity to postal rate increases and regulation as major benefits of the medium and predicted continued growth and development.

The DMA has intensified its coverage of the insert segment in terms of research, educational opportunities and networking events. Greco said that four research projects including insert media have begun.

The first is the DMA's annual Economic Impact Study to be released next week. Insert media data will be broken out in the study for the first time by program types, he said.

The DMA's Quarterly Business Review also will include insert media data compiled from 15 to 20 industry participants. Other DMA reports to include insert data are the first-ever Multichannel Marketing report, to be distributed at DMA*05 in Atlanta next month, and the Response Rate study.

Insert media sessions and a networking event will be held at the annual show.

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