Inserts sector looks set to boom in light of new legislation

Inserts continue to be an essential part of the marketing mix, highlights the Direct Marketing Association’s Annual Industry Report 2017. And the future is promising thanks to the General Data Protection Regulation (GDPR) coming into force in May 2018.

Magazine and third-party insert volumes have performed well, partly due to online shopping and subscription services that generate an abundance of pre-filtered consumer mailing lists. Unsurprisingly, there has been an overall decline in newspaper inserts.

But as data protection legislation tightens, inserts will give advertisers a chance to reach an audience without handling their personal data. The DMA expects that the legislation will result in a shift to more traditional forms of marketing such as inserts.

Inserts allow advertisers to move away from digital forms of marketing and reach an engaged and interested group of consumers, while enjoying the flexibility of mass marketing. Well-designed and intelligently placed inserts are targeted and relevant, segmented by demographic data and interests, while avoiding the need to own databases of personal data, thus respecting privacy and personal information.

Ben Briggs, deputy chair of the DMA Print Council, explains:

“Inserts face a real opportunity to increase their cut-through through innovation, creative thinking and playing to the strengths of the medium – making impactful, tangible connections and delivering great return on investment.”

To find out how inserts can become an integral part of your marketing mix, contact the Griffin Media Solutions team on 0845 643 8470.