Bind-in, blow-in universe steady at 2.5B in Q1

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The active bind-in/blow-in program universe totaled 2.5 billion opportunities in the first quarter of this year, up 20 percent from the first 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 bind-in/blow-in program universe has remained fairly steady since the second quarter of last year. The growth seen then was attributed to newly released programs including the Carol Wright Gifts Blow-in (101.6 million), Dr. Leonard's Healthcare Catalog Blow-in (89.6 million) and Frontgate Catalog Blow-in (50 million).

The last two quarters have also seen a number of new programs released for catalogs. These include Reliable Office Supplies Blow-in (21.6 million), J. Marco Blow-in (7 million) and Beautiful Music Co. (5.1 million).

In addition, growth in previously existing programs also led to the health and stability of the bind-in/blow-in universe. For example, the Fingerhut Blow-in saw its volume increase 120.8 percent in the past year. Roaman's Catalog Blow-in saw 97.7 percent growth and Blair Corp. Womenswear Blow-in saw 63.4 percent growth. The growth in these programs was attributed to aggressive prospecting, according to the report.

These reports are designed for marketers who use insert media for customer acquisition. The company began issuing these universe reports in the winter of last year. It also collects similar data for its direct mail clients. The full reports are distributed only to clients of ParadyszMatera, New York. The report lists the top programs in terms of house file universe and volume growth. A report on package insert program growth is expected toward the end of July.


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