A publishing executive warned direct marketers last month that it takes work to make package inserts and statement stuffers pay out.
Michael Feldstein, director of alternative media for Boardroom Reports Inc., offered some tips on how to use insert media during a session at DMD New York.
For starters, Feldstein recommended that marketers get a good broker.
Next, he counseled mailers to look for insert programs that may not formally be on the market.
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