Letter: Outlook Article Understates Insert Media's Strength

Share this article:
There are several points in the insert media article (Outlook, March 1) that should be reviewed with the assistance of the DMA Insert Media Council members. These include the number of mailers using inserts, the number of inserts distributed annually, the number of insert programs and their expected growth, etc.


Since most companies are privately owned, it becomes a test of your reporter's skill to piece together the facts. My feeling is that the article understates the real strength of the insert industry.


I would also suggest that, currently, the number of new insert programs is ahead of the number of new insert mailers. You might want to pursue this as well.


With the loss of much of telemarketing and the expected distraction of the presidential contest on TV, insert media is going to be bigger than ever. I look forward to your next Outlook and your continued coverage of the medium.


Leon Henry, Leon Henry Inc., leon@leonhenryinc.com


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

Next Article in Opinions

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Opinions

When Marketing and Sales Collide: Answers

When Marketing and Sales Collide: Answers

The head of marketing operations is doing just as much selling as marketing, sans the commission her sales colleagues earn. How should she handle it? See how our readers would ...

App of the Week: RescueTime

App of the Week: RescueTime

RescueTime aims to help users become more focused and productive.

Defending Direct: Answers

Defending Direct: Answers

Miranda Bell knows her program will pay off but CEO Dasha Atwala says to nix it. What should she do?