Daily Mail group hands DM brief to The Insert Company

Mail Metro Media, the commercial arm of DMG media and advertising home of Daily Mail and The Mail on Sunday, has appointed The Insert Company to manage its loose insert programme after a pitch.

The Insert Company, part of the Mediaforce Group which also includes The Leaflet Company, already works with regional publishers and magazines, as well as the i newspaper, recently purchased by DMG.

Mail Metro Media executive director of investment Grant Woodthorpe said: “Inserts are a specialist area and in such a tough market, we want to partner with a company with the vision and model to maintain and grow a key area of our business.

“Metro already has a great working relationship with Mediaforce which is part of the same group so we are excited to be building on our partnership and the opportunities ahead.”

Mark Young, chief executive of both the Leaflet Company and the Insert Company, added: “We can’t wait to start working with such iconic and respected brands in Daily Mail and The Mail on Sunday.”

The irony of a media company which is so critical of direct marketing running a major insert operation will, of course, not be lost on many. However, while DMG’s editorial teams often deride mailings as one of the scourge’s of the nation, the group is heavily reliant on direct marketing to bring in advertising revenue.

And, last month, fresh evidence emerged of the effectiveness of mailings since the outbreak of Covid-19, with rises in both viewing frequency and interaction, according to new official figures from Jicmail.

The stats revealed that lockdown had contributed to an 11% year-on-year increase in the number of times a piece of mail was interacted with to 4.58 times, a record high since Jicmail launched in 2017, while viewing frequency for door-drops was up to 3.19 times and 4.87 times for business mail. Overall, mail interaction rose 14%.

TOPICS:data-driven marketing inserts Mail Newspapers