Inserts Surpass Radio in Weekly Reach

october 30, 2003  08:52 am
Sexy mass media like network TV, consumer magazines and the Internet seem to occupy much of Madison Avenue's attention, but it is the relatively staid medium of newspaper ad inserts that prove to be the best a motivating consumers to make actual buying decisions, according to findings of a new consumer research study released Wednesday by insert specialist Vertis. More than a quarter (28 percent) of consumer surveyed said they consider inserts the most influential medium for purchase decisions, followed by television (22 percent), newspaper display advertising (18 percent).