Insert Media, Now Is the Time to Use it
Reprinted from Target Marketing 10/09
Advertisers that consider using Insert Media now are making a very safe and strong strategic decision in their media buying. Click here for entire article

Layering Inserts With Solo Efforts for Bigger Results
Reprinted from Tipline 05/13/09
A reliable, low-cost marketing tool at any time, insert media typically gets more attention during times of economic adversity—but perhaps not for all the right reasons. Click here for entire article

Do's and Don'ts: Insert Media
Reprinted from DMNews 03/23/09
There are lots of choices when it comes to implementing insert media programs, especially as more marketers choose this channel for its affordable yet high-exposure options.                     Click here for entire article

Test your way to insert media success
Reprinted from DMNews 02/02/09
If you're going to get involve in the lucra­tive insert field, you're going to have to test if you want to see success.   Click here for entire article

Print Media, it's time to reconsider insert media
Reprinted from DMNews 01/06/09
List and insert brokers and managers are being subjected to lower activity, according to reports in the trade press. New services are needed to bolster their bottom lines and counteract the effects of the Internet and cooperative databases.   Click here for entire article

Insert Media
Reprinted from DMA Future of Direct Marketing 01/01/09
Where do you think direct marketing will be in 5 years? 10 Years?  Click here for entire article

Savvy insert strategies for 2009
Reprinted from DMNews 11/17/2008                                                                             Traditional media such as inserts can offer steady success in the coming year for marketers — especially in an era of postage and paper cost increases, say four insert media experts.          Click here for article

Meet The Broker: Linda Callahan, Leon Henry Inc.
Reprinted from Direct Listline 11/7/2008                                                                             Today we meet Linda Callahan, senior vice president at Leon Henry Inc. Callahan latched on to what she thought would be a temporary job 32 years ago. She stayed and became an insert media guru. Click here for article

Effective offers hit close to home
Reprinted from DMNews  10/27/2008                                                                                          Newmover and homeowner lists and insert programs work well for a wide variety of direct mail offers because these individuals, in most cases, are making a major lifestyle change — marriage, a new family, career — that will require the expenditure of a fairly significant amount of money on a wide variety of goods and services. Click here for article

Take a look at Insert Media
Reprinted from DMNews  7/21/2008                                                                                        Multimedia inserts in all shapes and sizes offer marketers the opportunity to stand out from the crowd. But what about affordability? Four experts weigh the pros and cons of 3-D                          Click here for article

Tough times breed ingenuity, creativity for Inserts
Reprinted from DM News 4/7/2008                                                                                        With the confluence of postal increases, consumers' green advocacy and soaring paper costs, it wouldn't be unreasonable to think that insert media is one of the print-rooted areas that are currently under attack.
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Inserts Holding Steady, Experts Say
Reprinted from Direct Newsline 4/3/2008                                                                                   Even with recent industry consolidations over the past few years and a looming recession, insert marketing is holding its own and some parts of it seem to be growing a bit.
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Avoiding Bumps In The Inserts Road
Reprinted from DM News 11/05/07                                                                                        The first step is choosing the right size and format. The maximum weight is normally 0.25 ounces; however, some co-ops and ride-alongs accept heavier. A typical insert uses 45- to 70-pound paperweight stock. click here to view full story

Prospecting: Teach an Old Trade New (and Not so New) Tricks
Reprinted from catalogsuccess.com 8/1/07
Working: Attention-grabbing space ads. Space advertising still works for catalogers as long as you develop unique, attention-grabbing ads. Take the time to test various headlines, sizes and ad approaches (such as advertorial format vs. traditional direct response ads).
NOT Working: Inserts with simple “free catalog” offers. Many catalogers used to depend on a two-step acquisition process in which package inserts simply offered a free catalog. According to Linda Callahan, senior vice president of list firm Leon Henry Inc., the days of free catalog inserts largely are over. “To cut through the clutter today,” Callahan says, “a catalog request ad should offer something more, such as a free ‘how-to’ booklet, a discount off the first order or a free gift. Catalogers now are picking up on the kinds of tactics that continuity marketers have used for years.” Click here to view full story


New To Market: Brokers Share Growth Strategies
Reprinted from the DM News 4/16/07
In the face of changing postal requirements and booming online retail, how is the insert media industry ensuring it holds its own in terms of new growth?
Does each firm approach this problem in the same way? Not quite. Leon Henry, Chairman/CEO of Leon Henry Inc., Hartsdale, NY, said it was common sense to cultivate new programs. "Our particular approach has been to try to enlarge the industry, figuring that we will obtain a percentage of the new insert programs," he said. Click here to view full story


Insert Media Day Evangelizes Vehicle
Reprinted from the DM News 2/19/07
The Direct Marketing Association’s Insert Media Council has high hopes for this year’s Insert Media Day on March 6th at the McGraw-Hill Conference Center, New York. “I think the focus this year is to continue to show how insert media is an integral and major part of so many mailers’ marketing mix, not just an afterthought,” said Barbara Henry, executive vice president at Leon Henry Inc., Hartsdale, NY, and Insert Media Council Operating Committee member.
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Insert Media: A Miniature Resurgence
Reprinted from Catalog Success 2/07
Like other insert media programs, such as package stuffers and blow-ins, miniature catalogs have been around a long time. But in recent times, their popularity among catalogers appears to be on the rise.
While that low price is compelling, there are caveats to consider before producing a miniature. Debra Goldstein, senior vice president of the management division at Leon Henry Inc., a list management and brokerage firm specializing in insert media, cautions catalogers to monitor printing costs.
Most miniatures aren’t standard-sized package inserts or blow-ins, she points out. So the collation equipment often has to be adjusted to fit. As a result, “printers are forced to increase fees to accommodate the specifications for the job,” she says. “And some printers charge those costs back to the cataloger.”
Traditionally, printers have charged a flat, standard fee per thousand for miniature catalogs. “But now we’re seeing a tiered pricing structure that is based on insert size and paper stock chosen,” Goldstein says. A 3-1/2 inch by 5 inch size is standard; anything larger than that typically commands a higher price tag. But even with those possible extra costs, Goldstein says miniatures still are far less expensive to place as insert media than mailing traditional catalogs to prospect names.
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Family Businesses in the List and Insert Brokerages
Reprinted from the DM News Essential Guide to Lists 1/15/07
After 50 years of running a family business, I feel comfortable with describing its dynamics. Actually, I have experienced two types of family businesses: those with and those without children. I can't tell what the future will bring for family businesses in our industry, but I do have some thoughts on how they will stay competitive.
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How to Handle List Negotiations
Reprinted from the DM News Essential Guide to Lists 1/15/07
At an annual direct marketing conference some 10 years ago, I arranged a meeting between my client and I and a list owner and his manager to discuss discounted pricing and a more favorable net name arrangement. As we talked, the list owner suggested to my client that he bring me along the next time he decided to buy a car. While I am still unsure whether that comment was intended as a compliment, we did, in fact, get most of the concessions requested. The main reason: we offered a win/win proposition to both parties in the negotiation. Let me explain how.
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DMA's Insert Council Roasts and Toasts Honorees
Reprinted from the DM News 12/14/06
The Direct Marketing Association Insert Media Council’s 10th annual "Roast and Toast" Holiday Luncheon took place Dec. 13 at the Yale Club of New York with far more toasting than roasting for honorees Frank C. Hudetz, chairman/CEO of Solar Communications Inc., and Jill Eastman-Vidal, director of third party marketing at 1-800-Flowers.com Inc. as well as corporate award winner Bookspan.
Amidst the food, wine and door prize drawings, industry leaders took time to celebrate the best characteristics of the industry.
Some gave the crowd tips on how to annoy the business leader, such as using his full name or sharing embarrassing childhood stories. Others were more sentimental, including Leon Henry Inc.’s senior account executive Joel Katz.
“I owe my career, my beginning and my existence in this industry to you and your company,” he said in reference to Frank C. Hudetz and Solar.
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Insert Media Poised for Slow but Steady Growth
Reprinted from the DM News 12/11/06
The more than 50-year-old insert media industry has been reaping slow but steady growth in the shadow of a booming technology age. But in 2007, will Internet traffic bust or boost the medium's use?
Industry players agree that many marketers who use insert media find it's targeting ability and tangibility can add significant lift to campaigns. However, future growth is reliant on the impact of e-commerce trends and rising fuel costs on campaign planning.
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List and Data Strategies: Insert Media Is Not Just an Alternative
Reprinted from the Multichannel Merchant 12/01/06
The reason for that is twofold, says Leon Henry, founder of the Hartsdale, NY-based list services firm that bears his name. Each time postal rates increase, more catalogers reconsider insert media as a marketing tool, since delivery costs tend to be far lower than that of mailing catalogs to rented names. Last January's relatively modest postage hike and the more onerous one that's expected to go into effect by the second half of 2007 have “a variety of advertisers examining the economic efficiencies of their methods of distribution,” says Henry.
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22nd Annual Silver Apple Awards Honors Direct Marketing Industry Leaders
Reprinted from the Friday Report 11/10/06
The Direct Marketing Club of New York (http://www.dmcny.org/) presented its 2006 Silver Apple Awards for outstanding contributions to the direct marketing industry at the Hilton NY and Towers (Avenue of the Americas at 53rd St) this afternoon. Individual winners this year were Margaret Ginns, List Process Management, Inc., Gordon Grossman, Gordon W. Grossman, Inc., Don Mokrynski, Mokrynskidirect, Liz Kislik, Liz Kislik Associates LLC, Larry May, Direct Media, Inc. and Lee Marc Stein, Lee Marc Stein, Ltd.
This years Corporate Recipient went to Leon Henry, Incorporated.
The Silver Apple Awards also recognized contributions of several members of the direct marketing community who passed away during the past 12 months, they are: Bill Carney, Bob Castle, Al Goodloe and Jack Oldstein.

Mailers Push for Deals on Lists as Holidays Near
Reprinted from the DM News 11/08/06
List professionals have seen more targeting and tailored ordering from mailers amid the holiday seasonal rise in volume of orders.
Mailers are narrowing their choice of selections, even asking for selects not listed.
"[In light of the holiday season] mailers are tightening up the selections being taken," Barbara Henry, executive vice president of Leon Henry Inc., said from Parkland, FL. "There are more price negotiations and price concessions from the list owners and more exchanging."
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Meet The Broker: Michael Natoli
Reprinted from Direct Listline 10/20/06
Today we meet Michael Natoli, account executive for insert media brokerage at Leon Henry Inc. Natoli has a degree in geography from Syracuse University, and he uses that knowledge in a way he never anticipated.
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The Future of Insert Media, Part 2
Reprinted from Multichannel Merchant & List and Data Strategies Online Issue 9/18/06
The future of insert media will be controlled by the imagination, or lack thereof, of marketers. Greater distribution volume will attract reluctant marketers who currently do not see the insert forest for the trees. Those mailers already harvesting the customers brought by inserts will welcome additional insert programs. Leon Henry is chairman/CEO of the Hartsdale, NY-based list services firm that bears his name. In Part 1 of “The Future of Insert Marketing", I described 11 trends worth looking at. Here are some additional reflections:
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Leon Henry Inc Receives 2006 Corporate Silver Apple Award
Reprinted from Direct Newsline 9/07/06 and the Friday Report 9/08/06
The Direct Marketing Club of New York awarded six individuals and one company its 2006 Silver Apple Awards for outstanding contributions to the direct marketing industry.
Individual winners are: Margaret Ginns, List Process Management Inc.; Gordon Grossman, Gordon W. Grossman Inc.; Don Mokrynski, Mokrynskidirect; Liz Kislik, Liz Kislik Associates LLC; Larry May, Direct Media Inc. and Lee Marc Stein, Lee Marc Stein, Ltd.
The corporate award will go to Leon Henry Inc.
"This year's recipients reflect the best qualities of our industry," said Jane Weber, former president of the DMCNY, in a statement. "Not only have they had outstanding and sustained careers, all have generously given back to the industry by volunteering, mentoring, and myriad other ways."
The recipients will receive their awards at the club's 22nd annual Silver Apple Award luncheon Nov. 10.

Insert Media Still Shows Respectable ROI
Reprinted from Direct Magazine 09/01/06
LIKE THE TIDE, INSERTS' popularity ebbs and flows. But insert marketers are optimistic their business will keep growing, even in the face of challenges from newcomers like search engine marketing.
Different companies experiment with inserts at different times, according to Leon Henry, chairman of Hartsdale, NY-based Leon Henry Inc. But he maintains that inserts make sense for those companies that use them year in and year out.
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List Business Roundtable Discussion: Separate Tables
Reprinted from Direct Magazine 08/01/06
WILL THE LIST BUSINESS “WIN WITH Vin?” Or will InfoUSA's acquisition spree ultimately spell trouble for the name-and-address game?
This was one of the many topics covered during Direct's annual list roundtable. In June, we gathered separate groups of managers and brokers to discuss everything from cooperative databases to the use of incentives and price negotiations.
Of the included brokers is Jackie Gizzo, Vice President, Leon Henry Inc.
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Bible Belt Buyers Big On Inserts
Reprinted from DMNews 07/24/06
The Conservative Book Club Bulletin is a 600,000-per-year ride-along insert program managed by Leon Henry Inc. that has seen success in the past year. The program is the Eagle Publishing book distributor's way to generate added revenue and leverage with related products and brands. Leon Henry manages and brokers several programs with companies that target conservative customers.
"There's a whole package conservative audience that is very strong," said Debra Goldstein, senior vice president of Leon Henry Inc. "They buy and love this medium of buying through the mail."
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Inserts: Are They Still Worth Your While?
Reprinted from Catalog Success Magazine 07/06
Debra Goldstein, senior vice president of the LH management division of Leon Henry Inc., says she’s seen insert media programs take off in recent years. “A number of new mailers have been jumping into the insert media mix, especially in the health and apparel categories,” she notes. Blow-in programs are increasingly popular among her catalog clients. “They’re less expensive to ride with and provide a large-volume distribution in a short time frame,” she says, “although the results may not be as strong as package inserts.”
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What Does 50 Years Mean for Me and for Others in Our Industry?
Reprinted from The DMA Insert Media Council e-Newsletter Spring 2006
When you consider that there are very few insert/list brokers who have survived 50 years in this business, it certainly is a testimonial to being able to earn enough to make the payroll, and pay the rent every time it is due. On a serious note, without undue modesty, my survival of 50 years means that I have seen a panorama of newly created media, and have been able to continue to promote a concept now taken for granted.
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The Future of Insert Media
Reprinted from DM News 4/24/06
Insert media has been around for nearly 50 years. In its earlier days, the medium ranged from inserts placed in mail-order packages to egg cartons and was mainly a vehicle for low-end offers, inquiries and continuity offers. Times have changed: The name has gone through a metamorphosis, and what was recently “alternative media” is now insert media. What is the future for insert media?
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The Future of Insert Media
Reprinted from Multichannel Merchant 5/30/06
Insert media have been around for nearly 50 years. Back when they were known as alternative media, they were primarily a vehicle for low-end offers, inquiries, and continuity offers. Times have changed, of course; here are some trends worth looking at that may determine the future of insert media.
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Insert Man
Reprinted from The Pennsylvania Gazette www.upenn.edu/gazette 5/05/06
“Clevelander, 25, Clicks With Salesbags Idea,” reads the headline for a story from the business and finance section of The Cleveland Press of August 14, 1957, about how young Leon Henry W’54 “conceived the idea of using space on grocery and drugstore bags to promote products.
Fast forward a half-century and Henry’s initial $1,000 in capital has blossomed into Leon Henry Inc., which employs more than 30 people and which he runs with his wife and business partner, Thelma. His simple marketing idea—“find a given marketing situation and see if there is an opportunity for another marketer to partnership for mutual profit”—has mushroomed into a major, though largely invisible, advertising format.
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What 50 Years in Business Means For Insert Media
Reprinted from MultiChannelMerchant.com 4/24/06
When you consider that there are very few insert/list brokers who have survived 50 years in business, it certainly is a testimonial to being able to earn enough to make the payroll and pay the rent every time it is due. On a serious basis, without undue modesty, it means that I have seen a panorama of newly created media and been able to continue to promote a concept now taken for granted.
Click here to view full story

8 Simple Rules for Jumping into Insert Media
Reprinted from MultiChannelMerchant.com 3/20/06
Catalogers and other mailers that have been contemplating using insert media can start today if they follow eight simple steps. Click here to find out what steps insert media guru Leon Henry thinks you should take if you want to test the waters.
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DM News' Essential Guide to Lists and Databases: Fitting Insert Media Into Your Marketing Mix.
Reprinted from DM News' Essential Guide To Lists, Database Marketing, & Data Services. 1/16/06
Leon Henry, chairman of Leon Henry Inc., Hartsdale, NY, writes: Most marketers still biased last year's efforts on mailing lists and space ads, and e-mail and the Web are certainly compelling. So how do you fit insert media into the mix? The first step is obvious. Schedule a test. Be sure to test at the right time of year (during your strongest response season). Use a qualified broker who has knowledge of the marketplace. Next, ensure you use as a control piece an insert that draws sufficient response to be statistically viable. Don't recreate the wheel. Use creative that you previously used successfully.

Leon Henry reflects on 50 years of Insert Media.
Reprinted from Multichannel Merchant 1/17/06
A lot has changed in the marketing industry since Leon Henry started his business in 1956, especially the acceptance of insert media as a form of marketing. Fifty years on, find out what Henry, founder/president of the Hartsdale, NY-based list firm that bears his name, thinks about the tactic's future.
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Insert Media's Next Move
Reprinted from The DMA Newsletter 08/01/05
In the past three years, alternative media became what it should have been called: Insert Media. It was done with a bang with a highly successful Insert Media Day in 2003, followed by an even more successful one in 2004. Coupled with the sections of DM News and heavily attended holiday “Roast and Toasts” we’re off and running.
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