Letter: Outlook Article Understates Insert Media's Strength

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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


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