The transformation in direct marketing continues in the UK. Recent figures gathered by marketing company DMA indicate that magazine inserts and inserts distributed by third-party marketing companies have meanwhile surpassed newspaper supplements. The total volume of inserts in the UK dropped last year by around 25% to 908 million, the DMA reports, adding that the decline was steepest for newspaper inserts (-72%). Magazine and third-party inserts remained comparatively stable, falling in each case by 9%.
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