Many magazine insert programs are scheduled for placement in a variety of publications, which can complicate the production process. Insert quantities often run in the millions, and each publication has its own size and production requirements. But it’s not impossible to design inserts that’ll achieve maximum impact in the market at a minimum of production-related grief.
Inserts can be used either as a standalone campaign, or in conjunction with a larger marketing effort. A big selling point of inserts is that they make information stand out. For example, if an insert is produced on heavier paper stock than the rest of the magazine, the book will naturally break at the insert when it’s opened. Inserts also can help drive response to a Web site or offline offer, or aid in gathering information about readers.
For many companies, the highest priority with any outbound marketing message is control over the final look of the piece. An insert allows for control over the exact color, size and quality of the printed image. That’s very important for products such as food, clothing and makeup, which require visual accuracy to heighten their appeal.
An insert’s design should be predicated on the intended function of the piece. An insert that will introduce a new product
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