Today we meet Anne Cunningham, a senior account executive specializing in insert media brokerage at PlusMedia in Danbury, CT.
Her client list includes International Masters Publishers Inc., Yves Rocher and Rodale Inc.
A slowing economy and higher postage costs aren't necessarily bad news for brokers like Cunningham. During times like these the pendulum swings in favor of insert media.
"It goes more to insert media when the economy is tight. When the economy is good, it goes more to direct mail," she says.
Insert media defrays postage and shipping costs and serves as an alternative to more expensive list rentals in some instances.
In recent years more mainstream companies and online retailers have introduced programs and used insert media, a trend that shows no sign of letting up, according to Cunningham.
"As a broker and a manager of insert media, I'm seeing the growth in the number and types programs out there," she says. "I think all brokers are probably busy."
Cunningham joined PlusMedia in the summer of 2005. She started her direct marketing career in 1999 at Singer Direct, doing brokerage work for a time, before switching to work on the management side for a few years.
When she's not working, Cunningham likes to spend as much time as possible outdoors, unless she inside reading a mystery novel or cooking—her favorite pastime.
During the winter she volunteers as an "adaptive skiing" instructor for autistic, blind and other handicapped people. During the summer Cunningham enjoys kayaking and boating.
What are some other growth indicators for insert media?
"Programs are running full and filling up faster. I'm not seeing as much remnant space. Five years ago more was available," says Cunningham.
There are more opportunities to distribute product samples through insert media, because more programs are willing to accept overweight pieces. "I think overweight pieces are more common than in years past," she adds.
What's important to consider before making an insert media recommendation?
Programs must reach core demographic groups and typically the monthly circulation should be at least 25,000 to make programs viable for annual use, according to Cunningham.
"It's important to look at the piece and look at the Web sites for their content. Then make sure everything else is perfect," she says.
Know someone you'd like to suggest for Meet the Broker? E-mail Jim.Emerson@Penton.com
