Today we meet Lori Fursman, director of the brokerage division at Stanton Direct Marketing Inc. Fursman feels “cautiously optimistic” about insert media advertising heading into the New Year.
Furman has been with Stanton Direct since August 2000. Prior to that she worked for Artistic Greetings Inc., where her responsibilities included in-house brokerage.
Examples of insert media clients that she works with now include Consumers Union, Direct Checks Unlimited, Information Products Co., New York Life Insurance Co, Smithsonian magazine and Synergy Business Management.
“It’s obvious there are challenges coming up for 2009, but I also see some opportunities. I don’t see the insert media business shrinking,” says Fursman.
“There are still mailers who haven’t used insert media coming into the market looking for affordable opportunities to gain new business.”
What she does anticipate are tougher times for brokers trying to coordinate mailings for clients. Counts for many package insert programs are shrinking or stagnant. Mailing frequencies for other insert media are being curtailed. So it means spending more time looking for alternatives and coordinating schedules with program managers.
Fursman estimates PIP counts are down as much as 25% for some catalogers, while other PIPs haven’t changed much at all.
PIPs are perceived as being the equivalent of list hotlines by mailers. According to conventional wisdom a recent buyer receiving a package shipment is more likely to be receptive, respond and buy more.
“Co-op mailing and ride-along programs seem to be continuing at about the same level. I haven’t seen a lot of changes with statement inserts,” Fursman says.
More mailers are becoming fence sitters though, putting off and taking longer to make decisions about mailing plans, while others are reducing the sizes of test mailings.
It’s disappointing for brokers, she says, because demand for insert media ad placement is normally strongest in November and December.
For thrills and escape from the business realm, she goes motorcycling with her husband. “It’s how we like spending quality time together. There’s no talking involved, but we’re together and having a great time,” she says.
Life at home is quieter. The couple has four adult children out of the nest. “We still have a dog living with us, but he’s getting old.”
Do clients seem optimistic or pessimistic about 2009?
“I’d say they’re cautiously optimistic. One of my clients has cutback, but there hasn’t been any major downtown in insert media,” Furman says.
How much remnant insert media space is available?
“I think there are a lot of opportunities for remnant placement in the first quarter, but longer term it’s harder to tell.”
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