Bind-in, blow-in universe down 3.5%

Share this content:

The active bind-in/blow-in program universe totaled 2.46 billion opportunities in the third quarter of this year, down 3.5% percent from the third quarter of 2006, according to the recently released MarketTrends Report for Insert Media Bind-in/Blow-in Programs, from direct marketing services provider ParadyszMatera.

The dip is due in part to the postal rate hikes in May 2007. Several notable programs have come off the market, including Christian Book Distributors (9 million), which altered its catalog size to one that does not accommodate blow-ins and Newport News (12 million), which closed its front-end program, but still allows blow-ins in its bounceback catalogs.

J. Jill (65 million) removed its program from the market after being acquired by Talbot's. Home Decorators Collection (52 million) and PCMall (15 million) also closed recently.

The report notes the remarkable growth seen in the second quarter of 2006 when programs like Carol Wright (102 million), Dr. Leonard's (90 million), Frontgate (50 million) and Staples (43 million) were launched. This rapid growth contributed to the recent drop.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above