Annual inserts industry report 2017

Strong increases in third party inserts have stemmed the overall decline in this changing market according to new DMA research

The inserts market is going through rapid change as consumer behaviour and consumer preferences change, with third party inserts growing strongly.

Third party inserts grew by close to 10% in 2016 as the inserts industry shifts focus from newspapers to newer channels.

While the total industry declined by 12.5% over 2016, 70% of this decline came from declines in newspaper sales.

Ben Briggs, deputy chair of the DMA Print Council, and planning and brand partnerships director, Response One, said:

“Although we will undoubtedly continue to see print circulations decline as the consumption of press moves online, inserts face a real opportunity to increase their cut-through through innovation, creative thinking and playing to the strengths of the medium."

Another factor is the introduction of the GDPR in May 2018, which further opens third party channels to brands.

Click below to read the full report.

Annual inserts industry report 2017