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The Insert Jungle T
By Martin Harvey, Bio-Gard
he DMA has a very clear Code of Practice and Insert Guidance for its
members to adhere to.
Advertisers rely on Certificates of Insertion as an assurance that their inserts have indeed been inserted. Following a recent experience, Martin Harvey of Bio-Gard has had reason to question the validity of COI’s.
The Guidance makes it clear that –
• COI’s serve as a statement by or on behalf of the publisher as to how many inserts were placed in a particular issue. They should allow advertisers to be confident in the number of inserts processed for response analysis
• Not only should the COI advise the number inserted, it should also include an estimate of any overs
• The DMA Inserts Committee has an established industry approved format to help publishers increase accuracy of reporting.
How many publishers and to what extent they follow the Code and Guidance should well be a question that advertisers want answers to from the insert industry.
This summer, Bio-Gard ordered subscriber inserts with Canopy Media to be inserted in Country Living magazine. Not all went to plan. Bio-Gard’s printers delivered one pallet, not two, yet provided a delivery note with the full quantity stating 98,000, which included
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2,000 overs. The publisher’s printer advised there was a shortage. Phone calls took place; the missing pallet was delivered, again showing the full quantity but with an insert description statement that was different from the first. Consequently, the inserts delivered late were not identified and not processed.
Bio-Gard learned big time from this - despite providing full details of Canopy Media’s delivery requirements to its printer, they were ignored. As clients may not see delivery notes, they may well be unaware of a printer’s shortcomings.
The lessons learned were -
• To demand that print delivery procedures are followed and copy delivery notes be provided by printers for each shipment – it’s the only way to know your instructions are followed
• As the client, they need to have a minimum standard for their print delivery notes, following DMA guidelines as minimum, to use where publishers do not have rigorous delivery specifications themselves
• The insert industry does not understand the difference between a COI and a COD (Delivery Note).
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