I don't think they are an effective marketing tool, because most
people throw them away.
Morfydd Price
***********************************************************************
You don't say on what data you are basing this statement (perhaps it would
make a useful student project topic).
However, inserts form a significant contribution to magazine
income and are, in effect, a subsidy. Not all mags are able to attract
such advertising and it says something about Update's image in the market
that it is able to do so.
Without inserts, many papers and mags would have to increase their cover
prices. If you look at such research as exists on this topic, you will see
that they are by no means ignored. And, as someone else pointed out, spam
is a successful marketing mechanism.
Malcolm - are you the person who throws all the inserts onto the floor of
my local supermarket? They have promised to provide a bin so that
customers can rifle through discarded inserts - a sort of 'grey
literature' library!
Ralph
|