10-22-2006, 09:54 PM
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Title:
Charter Member
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Join Date: Oct 2006
Posts: 3
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Who do you think this is?
Article from Media Buyer Planner Oct.3 2006
Quote:
'Major Retailer' May Eliminate FSIs
A major retailer has told agencies that future media plans would eliminate free standing inserts from its advertising plan by 2007.
This would be a huge blow to the newspaper industry which sees FSIs as one of the few revenue sources as yet unchallenged by other media.
Carat CEO David Verklin, who made the announcement during a recent conference, declined to name the retailer, but Carat is currently pitching retail giant Wal-Mart and working with Radio Shack, MediaPost reports. It has purportedly been advising Radio Shack to cut back on FSIs for years.
Patrick Keane, director of field marketing and sales strategy for Google, recently said that 40 percent of Best Buy's budget goes toward its Sunday advertising circular, which promotes 276 stock-keeping units. Online, however, a big-box store can provide access to over 250,000 units.
"It doesn't really matter who it is," one marketing industry observer noted. "Once one of the big retailers does it, even in small doses, you could see a stampede away from the inserts."
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