‘Trends & Future of Direct Marketing’ (Part 2) - PRIMIR Summary
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Flyers and Inserts
Preprints and free standing inserts (FSIs) are typically distributed through newspapers; many are also delivered directly to the home through mail or hand delivery. FSIs are proven as an extremely cost-effective means of allowing retailers to reach their targeted customer.
The FSI market is robust and one of the few bright spots for newspapers. The continued health of this category has confounded those who predicted its demise along with falling newspaper circulation. Kantar Media indicated that FSI spending increased by 7.6 percent in the first half of 2010.
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