Inserts industry report 2012
09 Jul 2013
Introduction
The DMA Inserts Council monitors insert volumes across all major UK magazines, newspapers and, from 2011, thirdparty mailings (see the separate Third party inserts industry report on the DMA website). The monitor is a useful tool used by media owners, media agencies and clients to gauge trends within the inserts industry.
The following report will guide you through the annual trends within the UK inserts market alongside commentary from leading figures in the industry. It looks at trends within magazines, daily newspapers, Sunday newspapers, Saturday and Sunday supplements, and insight into annual and quarterly trends.
Unlike other media channels it is very difficult for media monitoring companies to monitor inserts. Picking up one copy of one magazine or newspaper does not tell the whole story as insert campaigns can be very targeted. Many advertisers will insert regionally, some titles let you demographically target and, in extreme cases, you can target by job title.
Even without specific targeting, it is an advantage of inserts that you can test a part-run in order to de-risk a campaign and gauge response across a range of titles. This is why the DMA Inserts Council’s Inserts industry report is the most accurate research on insert volumes; as all of the data comes directly from publishers, it takes into account all part- and full-run activity.
You can find our more information on planning insert campaigns, including insert targeting, in the Inserts best practice guidelines on the DMA website, where you can also find historic insert monitors and, coming soon, a combined newspaper, magazine and third-party inserts industry report.
The DMA Inserts Council is very grateful to all parties who supply their data to the inserts industry reports. If you want to contribute to the industry report, or suggest any improvements, feel free to contact myself or any other member of the DMA Inserts Council.
Parry Jones
Director, The Insert House
Member, DMA Inserts Council
Inserts industry report 2012
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