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Inserts veteran Levine joins AM/Direct

Bill Levine recently joined AM/Direct, the multichannel media division of Millard Group Inc., as an insert media broker. He brings 23 years of insert media experience.
The appointment is part of an effort by Millard to provide clients with insert media advice as the medium is growing.
“Insert media is becoming more and more prevalent in clients’ media plans,” said Jim Lynch, vice president of AM/Direct.
This year’s expected postal rate increase is inspiring more clients to consider inserts, Mr. Lynch said. And though the continued rise of online shopping cuts into the amount of catalogs, it still provides insert opportunities via packages and statements while opening a new insert type: the Websert, a digital third-party ad placed in order confirmation e-mails.
Millard is based in Peterborough, NH, and has an office in White Plains, NY.
Mr. Levine was most recently at Venture Direct Worldwide, working mainly in the insert media channel. Before that he spent more than 18 years operating his own company, The Media Organization. He also held positions at Avant Garde Media and National Demographics and Lifestyles.
In addition to supporting clients who use inserts, Mr. Levine will consult with marketers who are considering opening new programs. Mr. Lynch said that one hurdle to opening new programs was a brand’s reluctance to jeopardize its reputation or overwhelm customers with third-party offers. But he thinks this has changed amid new customer attitudes and the prevalence of Internet advertising and social media.
“The values of branding are coming down so much,” Mr. Lynch said. “It’s not like the consumers haven’t experienced offers in their statements or blow-ins in a catalog. Opening new programs is a good way for marketers to make money. I expect that the biggest growth is in the programs that haven’t been opened yet.”

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