If you’re doing “direct response marketing”, one technique you may have heard about is newspaper inserts.
I was talking to a marketer who’s been doing inserts in the insurance field over 20 years. It turned him from underpaid agent into a well to do business man. He basically no longer uses newspaper inserts. Why? Two reasons.
Fraud.
If a newspaper doesn’t have audited circulation, they can use the highest circulation on any given day in the last 10 years. So many are selling their circulation figures for September 11, 2001!
Actual daily circulation on the day YOU want to use the service will likely be much less, spelling the difference between success and failure.
Though he “made his name” in his particular niche from newspaper fliers, that’s “history”. He’s had to find other direct marketing outlets.
Even when the circulation figures are sound because they are audited, the PRICE became a limiting factor. Unless you’re willing to break even because you expect to make money in the LONG HAUL from repeat business… it wasn’t working for him.
Test it, but realize you don’t want to sink your whole marketing budget in this venue (or any venue).
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