The research, the first into consumer attitudes to inserts from the DMA in seven years, was commissioned by the DMA Inserts Council, chaired by Tri-Direct's media and account services director Lucy Stafford, and aimed to find out how consumers perceive inserts, and whether or not they influence their purchasing decisions.
Findings from the study include that the public prefer inserts with a clear, credible message and eye-catching creative, while products advertised by inserts should be relevant to the publications they are carried in.
Consumers questioned for the study also indicated that inserts are now a familiar and accepted part of the wider media landscape, and are expected as part of the distribution of magazines and newspapers.
Stafford said: "This is the first research of its kind in seven years and we are delighted that, overall, the results were positive for the medium and can be used to build on and improve the success of inserts and the reputation of the medium."
Despite some initial mixed reactions to inserts, most people surveyed confirmed that they had at some point in time responded to an insert, and a significant proportion of respondents confirmed that they held on to inserts when they were interested in the subject matter and were considering making a purchase.
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