Meet the Insert Media Professionals

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