Ad Strategy: Love/Hate Inserts

They kind of annoy me when I'm trying to read a magazine, But, love 'em or hate 'em, inserts work. Advertising inserts scored better than full-page ads according to research by aftermarket divisions of both Babcox Publications and Adams Business Media.

Sometimes, inserts cost less than a full-page ad (check with your ad sales rep), yet they can give you two pages -- or more of space to tell your sales message. And because inserts are usually printed on a different stock than the rest of the publication they naturally jump out. (That's the part that annoys me!)

Another great thing about inserts is you can have a response device built in (Business Reply Card or Fax Back Form) to help you generate more leads and track the results.

- Phil Sasso