Inserts 'remain strong' despite fall

The insert industry claims the sector has put in a “strong performance” despite witnessing a double-digital drop in volumes last year on the back of falling print circulations.
According to the DMA Inserts and Third-Party Industry Report H2 2013, the UK saw over 4.9 billion inserts (including third-party inserts) in the market, with press inserts down 14% and third-party inserts down 9%. The survey contrasts with the performance in 2012, when the market witnessed 10% growth.
However, Nick Barnard, chair of the DMA Inserts Council and head of Telegraph Reach, maintains the industry is still holding its own.
He said: “More and more media owners are now offering geo-targeting across their titles so inserts can now compete with any channel by offering even more cost-effective and targeted campaigns.”
Press inserts still command the lion’s share of the market, with 4.1 billion items being despatched. Within this sector, magazines have taken the biggest year-on-year hit, down 26%.
Meanwhile third-party inserts – which appear in the likes of product despatches, catalogue mailings and statements – held up slightly better, reaching over 824,000, although this was still down 9%.
Barnard added: “”While marketers continue to underestimate the power of print, consumers still find it more trustworthy, authoritative and relevant than many digital channels. Against a backdrop of falling circulations this is still a very strong performance.”

Inserts ‘remain strong’ despite fall

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