Brokers and managers of package inserts, bill stuffers, ride-alongs and other less visible media are hoping to at last get some respect for their nearly $10 billion-a-year industry.
This may be a challenge right now because postal rates are virtually guaranteed to hold until 2006.
Direct marketers usually flock to insert media (formerly known as alternative media) when postage rates have gone up, or when the economy is down. The reason: A package insert or ride-along effort can cost as little as 20% of the price tag for a direct mail campaign
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