Insert Media has its own language and unique programs. Below is a list of the major categories within Insert Media and a description of how they operate.

Wraps
In the media industry, a “wrap” is a term used to describe a jacket that surrounds retail circulars and free-standing inserts. The wraps are direct-mailed and saturate each ZIP code in a DMA, providing access to 100% of a specific marketplace. Opportunities exist for on-page advertisements and free-standing inserts.

TMCs
The acronym TMC stands for Total Market Coverage. A TMC is generally a 4-page shell that provides a “jacket” into which machines can insert circulars or single sheet inserts. TMCs are produced by the newspaper. A TMC is very similar to a Wrap in that it is essentially a carrier for inserts.

Co-op FSIs
A co-op FSI is a four-color, multi-page, free-standing insert that is either carried by a newspaper or direct-mailed to households, thus, saturating a market. Co-op FSIs are recognized for their consumer packaged goods coupons and for their many retail and direct response offers. Advertisers can reach various audiences and select key demographics. Opportunities are available for half and full pages and insert blow-ins.

Co-Op Envelopes
Co-Ops are direct mailed envelopes with multiple advertisers sharing the cost of mailing. This allows for cost efficiency in pricing and many advertisers to promote products without high cost. These mailed envelopes contain inserts of both local and national advertisers, as well as retail and direct response advertisements. The majority of envelopes are either 6” x 9” or #10 in size and mail to millions of unduplicated households annually in the United States.

Local Coupon Magazines
“Mag-Net” is a network of coupon magazines. “Mag-nets” are either newspaper-affiliated or independently operated, and are direct-mailed or distributed via local newspapers and TMC products. With a household penetration of approximately 80%, “mag-nets” are in-home monthly or bi-monthly, and can be purchased by full market, zone or ZIP code. These magazines are full-color, and range from digest size to full size, and contain retail, home services and direct response ads. Opportunities exist for advertisers to participate with full and half pages, as well as blow-in inserts.

Shoppers
These digest size publications carry both local and national advertisers in the form of inserts, run-of-press ads and detached address cards. Most shoppers also insert a two- to four-page free-standing insert into the publication for additional full-color, on-page opportunities. 90% of shoppers are saturation-mailed weekly (with 10% being delivered) to homes in numerous markets. With most shoppers, advertisers may select by zone or county and target various demographics, including Hispanic and African-American households.

Card Decks
These highly targeted media vehicles are usually cello-wrapped and can range from approximately 3.5” x 5” to 5” x 7”. Card Decks offer advertisers the ability to deliver their message to highly sought-after niche-markets, such as seniors, small businesses, gardeners, farmers, outdoorsmen, homeowners and others.

Understanding these core Insert Media categories can go a long way in effectively utilizing the many opportunities that are available in the marketplace.