PROMPTED by advertisers’ unease over the reliability and effectiveness of magazine inserts, IPC Magazines
has published the first qualitative research into the UK market. Kevin Kerrigan
, IPC insert sales director, concedes that many advertisers perceive inserts as 'tacky flyers for double glazing', be-lieving them to be immediately binned, while multiple inserts in a magazine give it a 'junk mail' feel. Naturally, IPC’s findings disprove this [would the research otherwise see daylight?], revealing that consum-ers do not dispose of the inserts en masse
but sift through them before discarding those that fail to grab their interest. New and eye-catching inserts get most attention and the reader’s relationship with the host title can influence expectations and perceptions. Readers are undeterred by the number of inserts in a given issue asserts the study: 'People deal with inserts as a package and solus inserts may be ignored more', says Kerrigan.