Magazine inserts

Most magazine inserts take the form of a card stapled or placed loose into the binding of the magazine. They have the advantage of irritating the reader. Why is that an advantage? Because it forces the reader to confront the card, and deal with it - most often throw it out. But before they do that, they'll almost always look at it, and if they like what they see, they'll take action on it.

The magazine insert is vastly underused by most sellers today. When you say insert, most marketers automatically think 'newspaper.' That's where you use inserts, right? Well, yes, but why not maga zines? They have the tremendous advantage of being highly audience specific, while newspapers are for general audiences. If you're selling high-tech wood burning stoves, finding a home improvement magazine will deliver the perfect audience. Perhaps the biggest drawback of magazine inserts is expense. High profile magazines with national audiences don't come cheap, and many will reject your insert anyway. But look for smaller, regional magazines. These are a golden opportunity to use as a vehicle for your inserts. You'll get a more targeted audience, both by geography and subject.

Was this article helpful?