Cataloger Norm Thompson increased its revenue from insert programs by more than 200% between 2002 and 2003, and by 400% the year before, reported customer acquisition manager Patty Davis at the DMA’s first Insert Day conference in Rye, NY.
For fiscal 2003, the company has so far drawn in $759,000 in revenue from package inserts.
Davis said she was told about two years ago to increase the San Francisco cataloger’s list rental income by at least 20%. She suggested accepting more package inserts in its Solutions housewares catalog shipments.
“This was a challenge and I love challenges,” Davis said.
At the time, the apparel cataloger had only taken in about $42,000 revenue from a program with Solutions, one of its three catalogs. That number mushroomed to $260,000 the next year.
In 2002, the Solutions catalog also began accepting blow-in cards.
It was unclear at deadline whether the company would roll out insert media programs to its other two catalogs, Norm Thompson Early Winters.
In a separate development during the conference, the Direct Marketing Association announced that it had changed the name of its Alternate Response Marketing Council to the Insert Media Council.
Approximately 250 attended the event at the Rye Town Hilton.
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