Insert media is an important part of the growing multichannel world of direct marketing and deserves to be taken seriously.
And, unlike other parts of the direct marketing, insert media is relatively immune from the postal rate increases and governmental scrutiny that continue to plague much of the rest of the industry.
So argued John Greco, president of the Direct Marketing Association in a lunchtime address at the third annual DMA Insert Marketing Day at the Marriott Marquis Hotel in New York.
“Insert media has come a long way from just package inserts and it’s starting to get some well-deserved respect,” said Greco.
He said that the DMA would soon be releasing research that recognizes insert media as a separate category for the first time and that this study would break out information specific categories within insert media.
In addition, he announced that the DMA05 annual fall conference in Atlanta has added a new session on insert marketing.
Overall, he reiterated his goals for the DMA to provide more effective advocacy, networking and educational opportunities.
