The DMA Insert Media Council

Insert Media Council:

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Insert Media Council Member Benefits

Council Events

Insert Media Council members meet regularly, networking and sharing their knowledge with one another. Virtual seminars, conferences, and annual events like Insert Day keep Council members up-to-date on the latest information relevant to insert media.

In addition, you can attend events sponsored by the Insert Media Council at a special discounted rate for Council members.

Scheduled Insert Media Council Events

10/17/2009

DMA09 Conference & Exhibition

San Diego, CA

Meet the Insert Media Professionals

Diane Caruso, Founder and President, Choice Media
Welcome to a new feature on the DMA’s Insert Media Council webpage – “Meet the Insert Media Professionals” -- an interview with an expert in our field. Diane Caruso, Founder and President of Choice Media, is our first expert and has the unique distinction of having the experience of being a mailer, broker and manager!

How did you get started in insert media?
Diane: “I was working for Nashua Corporation, when I was asked to join the Nashua Photo/York Photo division as part of their in-house agency. York did insert brokerage, program management and list management in US and Canada. After the marketing department moved to West Virginia, I joined Millard Group launching their insert media division with Jim Lynch.”

What changes are you seeing in insert media?
Diane: “The internet is making a big difference. Insert managers and brokers need to get educated on the opportunities that exist in order to advise our clients. For regular programs such as Catalog Blow Ins, packages, statements, etc, I don’t feel they will go away but volumes may be less due to costs such as paper for catalogs and statements saving paper by going online. Packages will always need to be delivered with their product.

What types of insert media programs do you work with/manage (package insert, blow-ins, FSIs, shared mail)?
Diane: “I touch upon just about everything; package inserts, sampling programs, blow-ins, statements, shared mail.”

What are the biggest challenges in insert media?
Diane: “Getting new mailers. There has always been the challenge of convincing mailers that this is a good medium. The next challenge is the internet and how to integrate it into insert media. I see major programs changing due to current technology such as the music programs that were big programs and big insert mailers. Technology has hurt this media and the many programs that depended on these mailers. Perhaps book programs and mailers will be next”.

What changes do you wish would happen in this field?
Diane: “I would like to see the B2B area grow more with more businesses believing in this medium. I would like to see insert media grow but we need to offer more education to mailers and agencies on what insert media has to offer. There is much skepticism or no knowledge at all. Prospective program owners feel the idea of opening their packages and creating a revenue stream is “too easy… too good to be true”. I would like to see the Council offer more education to new employees, mailers and agencies to open up a dialogue on this medium. Finally, I would like to see consistency in the ethics, guidelines and training in companies dealing with insert media. If you are going to offer insert media, give it the attention and resources it deserves and provide proper training.”

Thank you Diane!
She may be reached at: dcaruso-choicemedia@comcast.net or 603-672-3338

DMA's "Recycle Please" campaign (for DMA Members only)

DMA’s “Recycle Please” campaign is a nationwide public education campaign that asks members of the direct marketing community to display the “Recycle Please” logo in their catalogs and direct mail pieces to encourage consumers to recycle them after reading them. Through this campaign, DMA intends to overcome the lack of public awareness that catalogs and mixed paper can be recycled, and consequently, improve the overall recycling/recovery rate of used catalogs and direct mail in the US.

In order to participate, you must (a) be a DMA member (or affiliate), (b) notify DMA of your intention to participate, and (c) supply DMA with sample copies of how you used or intend to use the logo.

To participate, please email environment@the-dma.org.

For more information, visit www.recycleplease.org (The Recycle Please site contains specs and downloadable versions of the logos. Exact link noted below.)

For a list of companies publicly supporting this campaign, please visit http://www.the-dma.org/recycle/companylist.html

For specs and downloadable versions of the logo: http://www.the-dma.org/recycle/Recycleplease_Download.html

New Research Reports

Press Release from Vertis Communication, dated Feb. 11, 2008
"More Consumers pay attention to inserts and circulation than any other advertising medium."

Vertis Customer Focus - Retail 2008 : Media
Very interesting and informative focus study illustrating how Inserts are capturing Consumers’ Attention.

Decade of Data
10 Years of Vertis Customer Focus on Media habits and buying behavior

Got a Minute? Read these interesting Insert Media articles!

Inserts Holding Steady, Experts Say by Larry Riggs, DIRECT Newsline, April 3, 2008
http://directmag.com/news/inserts_steady_0402/

Article entitled: Sears promotes change with “ReImagine You” campaign by Chantal Tode on March 4, 2008 in DMNews.
http://www.dmnews.com/Sears-spring-campaign-covers-a-lot-of-ground/article/107623/

“Big lists and mass media aren’t a viable option. They’re too expensive, and don’t generate enough replies to create any kind of workable ROI. You need an alternative. Alternative Media, that is. Article entitled: “And Now for Something Different” by Jeff Marsh and Karen Mayo -- March 1, 2008 in Multichannel Merchant.
http://multichannelmerchant.com/crosschannel/lists/something_different/

AARP embraces Insert Media!
Article entitled “Membership Marketing” – by Pamela Oldham on February 25, 2008 in DMNews.
http://www.dmnews.com/Membership-marketing/article/107095/

“Creative is important to any campaign — but for insert offers, weight, dimensions and paper choices are just as critical. Our expert panel weighs in on these elements.” Article entitled: “For Insert Marketers, Size Matters” – January 28, 2008 in DMNews.
http://www.dmnews.com/For-insert-marketers-size-matters/article/104440/

The Other Insert Program
“Publishers who use insert media try a combination of different programs before finding the right fit. One size does not fit all.” By Jane E. Zarem, Circulation Management – July 5, 2006
http://www.circman.com/viewmedia.asp?prmMID=2321&prmID=1

Looking for another channel through which to acquire customers with a strong lifetime value? Article entitled: “A Look Inside Statement Insert Programs” by Jackie Kern, Managing Direct, Main Street Direct as seen in Target Marketing Tipline in June, 2006
http://www.targetmarketingmag.com/enews/fullStory.bsp?sid=26878&var=story

Council Blog

Stay Tuned – this area Under Construction!

Archived Newsletters

View archived articles from Insert Media Council E-Newsletters and other DMA news and announcements important to insert media. Access is exclusively for members of the Insert Media Council.

Membership Roster

To view the roster with access to online member profiles, you must sign on as an Insert Media Council member.

Joining The DMA Insert Media Council

Maximize your DMA membership and JOIN the Insert Media Council now. For more information, please contact Susan Zuniga at (212) 768-7277 ext. 1568 or szuniga@the-dma.org.

Please note: Membership in DMA Councils is exclusive to employees of DMA member companies.

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Joining The DMA Insert Media Council