What Are National Press & Magazine Inserts?
Insert Advertising is a printed piece of promotional literature placed within the publication but which does not form part of the publication, so it can be taken out separately. This is often in the form of a leaflet, card or a small brochure or catalogue. The minimum size is usually A5 but it can be multi-page in the form of a catalogue, for example.
National Press & Magazine Inserts have a number of benefits over off-the-page ads printed in the newspaper or magazine. Because of their multi-page format there is more space to present and sell multiple products or services. Also, because they are not part of the publication, they stand out, have more impact and can be kept by the reader long after the newspaper or magazine has been discarded. They can also be inserted in limited numbers (not necessarily the whole circulation) and targeted geographically. The minimum volume for an insert test is usually 50,000, the roll-out potential is in the many millions!
For these reasons National Press & Magazine Inserts generally elicit a much higher percentage response than whole-page ads within the publication but they are also far more expensive: the advertiser has to pay both print and insertion costs. Insertion costs are calculated on a “cost-per-thousand” basis.