The active bind-in/blow-in program universe climbed to 2.5 billion opportunities in the third quarter of 2006, up 25 percent from third-quarter 2005, according to the recently released MarketTrends Reports for Insert Media Bind-in/Blow-in Programs from direct marketing services provider ParadyszMatera.
This increase resulted partly from new programs released in the past year including the Carol Wright Gifts Blow-in (101.6 million), Dr. Leonard’s Healthcare Catalog Blow-in (89.6 million), Frontgate Catalog Blow-in (50 million), Blair Corp. Menswear Blow-in (8.7 million), Blair Corp. Home Blow-in (11.4 million) and Lillian Vernon Lilly’s Kids Blow-in (11 million).
Growth in existing programs including Ballard Designs Catalog Blow-in, Improvements Catalog Insert, Blair Corp.’s Womenswear Blow-in, Amerimark Direct Blow-in, Footsmart Blow-in and Company Store Catalog Blow-in also contributed to the increase in overall program universe.
MarketTrends Reports for Insert Media are designed for marketers who use insert media for customer acquisition. 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. It also profiles specific programs for marketers. Future studies will focus on other insert opportunities including ride-alongs and statement stuffers.
ParadyszMatera index: Bind-in, blow-in universe expands 25 percent
