Print & Out-of-Home
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Print & Out-of-Home
Newspaper inserts that pay for themselves
Cheaper per household than distribution, targetable by district, and measurable. The most underrated local channel available.
Key points
- Inserts can be targeted to specific delivery districts, which most advertisers do not realise.
- The cost per thousand is often lower than unaddressed distribution.
- Response depends on the offer and the paper's delivery day.
An insert is a separate printed sheet placed inside the newspaper. It is treated as a minor option and is frequently the most efficient local advertising available.
Why it outperforms an advertisement
An advertisement competes with the page it sits on. An insert falls out, is physically handled, and is either kept or discarded, which is a stronger interaction either way.
Response rates for inserts typically exceed those of a comparable advertisement in the same publication, for a similar total cost.
The insert is the only newspaper format the reader has to touch. That single physical fact is why it outperforms the page.
Targeting by district
The important and underused feature: most publishers allow selection of specific delivery rounds or postcode districts.
That converts a regional newspaper into a local distribution network. A trade business can insert into the four districts it serves rather than paying for the whole circulation.
Ask the advertising department directly for the district-level breakdown and rates. It is rarely in the media pack.
The cost comparison
| Channel | Cost per thousand households | Notes |
|---|---|---|
| Insert in a paid newspaper | £30 to £70 plus print | reaches subscribers |
| Unaddressed leaflet distribution | £40 to £90 | reaches all households |
| Addressed direct mail | £400 to £900 | reaches named individuals |
| Insert in a free paper | £20 to £45 plus print | lower attention |
The paid newspaper subscriber is a more attentive recipient than a household receiving unaddressed material, which is why the response gap is usually larger than the cost gap.
Format decisions
Heavier stock stays in the paper and feels substantial. Very light paper falls out during handling and is lost.
An unusual format, such as a narrow strip or a folded card, stands out in a stack of inserts and costs slightly more to insert. Ask about format surcharges before designing.
The offer and the deadline
Everything that applies to leaflets applies here. A specific offer with a stated expiry date, a clear response route, and a reason relevant to that district.
Inserts distributed on a Thursday or Friday for a weekend decision perform better in consumer categories.
Measuring it
Because the district is known and the date is known, inserts are among the easiest print formats to measure.
Use a code or a dedicated address, and compare enquiry volume in the inserted districts against comparable districts that received nothing. That comparison, run twice, tells you whether to continue.
Frequently asked questions
Can you choose the area?
Yes. Most newspapers allow selection by delivery district, which makes inserts far more precise than the circulation figure suggests.
What does it cost?
Typically £30 to £70 per thousand for insertion, plus printing. Ask for the district-level rates.
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