Inserts drive traffic to Web, UK study says

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Recent research from UK-based Direct Marketing Association's Inserts Council — the print alternative media shows that an average of 52% of responses to inserts went online. The research, which is the first of its kind, measured the percentage of insert responses which go online and how this differs by client sector and magazine type. The results were taken from more than four million inserts sent out by a pool of five clients representing diverse industry sectors.

“This research proves that off-line media is capable of driving a significant online response,” said CJ Court, chair of the Council and deputy managing director at All Response Media.

Of all the commercial sectors, cosmetic surgery prompted the largest online response with 70% of respondents turning to the Web for more information. This was followed by toy retailer inserts, which resulted in 58% of responses going online; and the charity segment, which recorded a 27% online response.

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