Even with recent industry consolidations over the past few years and a looming recession, insert marketing is holding its own and some parts of it seem to be growing a bit.
The field–largely occupied by small family businesses–has gotten a bit smaller. Earlier this year, for example, Singer Direct was acquired by Omnicom Media Group, while Mokrynskidirect and Millard Group were snapped up by InfoUSA (Direct, Sep. 1, 2006).
Despite all that, the Direct Marketing Association was able to hold its Fifth Annual Insert Marketing Day Tuesday in New York City. And there are signs that the insert field is growing.
For example, use of inserts has grown among catalogers, online marketers and some larger corporations that had not previously used the medium, according to an informal poll of insert media brokers and managers.
One area that
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