Today we meet Joel W. Mark Katz, senior account executive at Leon Henry Inc. where he will be celebrating his 24 year anniversary in September.
He primarily brokers package insert, blow-in, ride-along, statement stuffer and other insert media programs in the areas of health, gardening, publishing, children’s, stationery, retail, as well as electronics and telecommunications.
During his time in the industry, Katz has seen the insert media industry evolve.
“It is not just sending datacards and placing orders. We offer a full-service solution, understanding each company’s business, preparing targeted recommendations, analyzing response and cultivating new program opportunities,” he says. “With postage and paper costs continually on the rise, the insert media industry has grown. As a result, the number of brokers, mailers and programs has risen.”
As he sees it, these conditions have helped lead to a greater acceptance of insert media.
“For many clients, insert media has become an integral part of their marketing campaigns and budgets,” Katz says... “Today, more companies, including many Fortune 500 firms, are realizing the revenue-generating potential of insert media.”
In these recessionary times, Katz advises clients to diversify their marketing mixes.
“With shrinking universes, mailers cannot afford to rely solely on their core programs and we always encourage our clients to continue testing and maximizing all available outlets for proven markets,” he says.
The bad economic times may be on their way out.
“Our clients are expressing optimism about the fourth quarter,” he says “We expect that our industry will begin to feel the effects of the turnaround by 2010.”
Earlier in his career, Katz had held various positions at Saks Fifth Avenue and also worked at Ferrons/Cutler Owens, the official merchandiser for the US Tennis Open. He had also been a buyer at Fortunoff’s in Westbury, NY.
When off duty, Katz enjoys spending time with his wife Gail and 15 year old twin boys, Joshua and Jason.
Formerly an avid tennis player until the onset of a debilitating chronic illness, Katz also advocates for changes in Medicare.
