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Digital
DMA says inserts dropped an eighth in Q1 2008
Insert volumes have dropped 13% compared with the same period last year, according to the latest figures released by the Direct Marketing Association's Insert's Council.
The findings come from the group's Industry Monitor for the first quarter of 2008, which reveal a fall in quantities across the board.
Volumes decreased 35% in daily newspapers, while Sunday newspapers and general magazines which decreased 28% and 31% respectively.
The council claim the figures were in line with its stance of reducing insert saturation and aiming to make them a more targeted medium.
Overall the Industry Monitor showed an annual decrease of 13% over the same period the previous year.
The figures did though reveal that inserts in Saturday and Sunday Supplements, which saw increases of 9% and 1% respectively.
Gurdev Singh, managing director at Howitt, said: "Budgets are being hit and people are being more selective with their advertising."
"At the same time, there is more data available to allow for a more targeted approach to campaigns while people are also becoming increasingly aware of multi-channelled means of advertising."
Jo Garcia, Chair of the Inserts Marketing Council added: "The insert market has seen increasing integration with other media channels, especially online while continuing complementary activity with traditional media."
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Comments
Matthew Parker - 12 August 2008
It's difficult to see a long-term future for the generic style of insert contained within publications. This is obviously bad news for traditional insert printers and for those publication printers who believe that inserts equal good av rather than reducing bindery efficiency. However, I do see a rise in personalised inserts, perhaps even driven by the growth in data from websites where markets require more than just an e-mail. Multi-channel marketing is something that I am aware of a number of printers addressing. More printers need to be thinking about it.
Matthew Parker
www.printandprocurement.com
Alexander Martin - 12 August 2008
I agree wholeheartedly with Matthew, however, its the re-educating of companies and marketing managers to realise that a more focused and strategic approach needs to be taken in regards to DM and on a more regular basis, that is the bridge that needs to be crossed here. I am concerned that they will simply declare "DM doesn't work anymore" instead of refining and reviewing their current strategies and marketing plan: a solution needs to be offered forth, not a product.
Matthew Parker - 13 August 2008
And I agree with Alexander! Printers should be taking on this important role: not only do they need to start thinking about multi-channel marketing, they need to start educating their customers and offering full solutions rather than just print. I know of one digital printer that will be offering e-mails and microsites in order to win print as part of the complete marketing strategy.
Matthew Parker
www.printandprocurement.com
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