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Report: Package Insert Programs Soar 9.1 Percent in Q4

The opportunities for package inserts grew 9.1 percent in the fourth quarter of 2006 over the same quarter in 2005, according to a new report from ParadyszMatera.

While positive, the MarketTrends Report for Insert Media Package Insert Programs showed less positive results than a recent study that looked at bind-in/blow-in programs, however, writes DM News. That report showed that bind-in/blow-in options grew 25 percent from Q3 2005 to Q3 2006.

The growth of the package insert programs can be attributed in part to new programs such as those from Staples (4.5 million), Super D Music and Video Package Insert (2.2 million), GT Media Masterfile Buyers Package Insert (1.4 million) and Universal Screen Arts Package Insert (715 million).

Improved insertion capabilities helped existing programs to grow, according to the report. The Christian Book Distributors, a religious book provider, saw more than a 250 percent growth between Q4 2005 and Q4 2006.
The report notes that PIPs are a good way to reach big brand-name companies that do not rent or exchange their customer mailing lists. Among those big-brands that do offer PIPs are Amazon.com (60 million), BarnesandNoble.com (6 million), Ticketmaster Ride Along, and Eastbay (3 million).