The current total universe of Bind In/Blow In and Package Insert Program opportunities gives us a sneak peek at marketer’s 2011 circulation plans.
While the year-end Market Trends studies are in development, below is an update through 3Q 2010 on the overall universe for PIPs and Bind In/Blow Ins. Both insert media channels can serve as critical tools in the multichannel mix for a variety of marketers.
Bind In/Blow In
Bind In/Blow Ins (inserts either bound in or loose in the pages of catalogs or magazines) provide huge reach to marketers. The vast universe, combined with their relative low cost, attracts a variety of consumer marketers, from merchandise offers (solo or continuity) to insurance and memberships.
There are 250+ Bind In/Blow In programs on the market, and the combined universe in 3Q 2010 totaled nearly 2.5 Billion, on par with 3Q 2009. There’s been a slight uptick in 3Q 2010 from the end of 2009 (up about 3%), signaling optimism by marketers in their 2011 circulation schedules.
More good news: a few consumer catalogs released new Bind In/Blow In programs, including: A.M. Leonard, Home Trends and What on Earth.