Third-party inserts industry report 2012

Introduction

The DMA Inserts Council has been monitoring insert sales volumes across the newspaper and magazine publishing groups for a number of years. This data is collected from the vast majority of the media owners in these sectors. The data collated and reported on by the DMA Inserts Council is an excellent barometer of the changing market conditions and trends.

Third-party inserts offer advertisers the opportunity to reach other companies’ customers at the fraction of the cost of other traditional direct marketing channels. The inserts are placed alongside existing customer communication, for example catalogues, customer letters, statement mailings or product dispatch.

The DMA is delighted to publish in-depth data into the condition of the UK’s third-party inserts market. As this is our second report we are able to give much greater insight into market trends, we have also developed the survey so that participants are able to complete more detailed questions. Due to these changes we are now able to generate data on the types and scale of each distribution mechanic, distribution type and even average rates.

Thanks to those sales houses who participated in survey and the individuals at the DMA who collated the data.

James Bartys

Sales Director, TRT Media Sales

Member, Inserts Council, DMA

Third-party inserts industry report 2012