For catalogers, the potential for blow-ins in terms of incremental revenue gains is significant, while the downside risks are minimal. So why don’t more catalogers take advantage of them?
Blow-ins are third-party ads loosely inserted into a catalog. The insert specifications for blow-ins vary, but primarily max out at five-by-six inches with a minimum size of three-by-five inches. Catalogers make money by charging the advertiser an insertion fee. The larger the mailing or circulation, the more they can make.
There are three primary reasons catalogers remain hesitant to pursue blow-ins:
Network
