Beyond Sunday Co-op FSIs – How Newspaper Inserts Can Work for You

Thinking about expanding your media plan and looking for new ideas? Why not try solo inserts into newspapers? Retail clients have relied on this channel as a backbone of their advertising budget. Direct response advertisers have recently discovered how to incorporate this into their mix and are finding very favorable results. With over 1,100 individual newspapers to choose from, the possibilities for inserts are endless.

Buying solo inserts outside of the Sunday coupon section allows advertisers the following advantages:
Geographic Targeting. First, you must identify your strongest geographic area and isolate newspapers that have reach within. If rural households (C&D markets) perform strongly, you can isolate smaller newspapers. Why buy all of Georgia when you can choose to run in markets with circulation under 50,000. Most of the smaller newspapers do not carry many inserts, allowing for maximum visibility.
Flexibility to Promote. Placing a single-sheet insert affords advertisers a lot more space to create and display their offer. Traditional Sunday coupon books only provide for half or full page ads, limiting the amount of copy. Advertisers have found that when designing inserts, bigger is always better when the size of the ad is concerned. Most newspapers will allow for a single-sheet insert that is 11” x 12” without increasing the rates. The insert can be designed with color photography, lengthy copy, a coupon or BRC (business reply card); and weight is usually not an issue. Why not do an overrun on a magazine print run to include inserts for newspapers and save on printing costs? A traditional magazine full page (7” x 10”) is ideal for the newspapers. Always remember to use a separate keycode to track by market and newspaper.
Niche Products/Special Sections. Some advertisers with a highly targeted product prefer they reach a specific demographic audience. Health-related or senior-targeted products can be placed into a lifestyle section that is well matched allowing for more efficient buys.

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