Date of Award
Master of Arts (MA)
Dr. Robert Reilly
According to the Newspaper Advertising Bureau, preprinted inserts are versatile, flexible, effective and growing faster than any part of the newspaper. More advertisers than ever before are using inserts because they can tailor them to specific advertising needs and objectives. Preprints offer an unlimited variety of sizes, shapes and formats and provide the drama and impact of controlled color reproduction in what is essentially a black and white medium. Inserts are also delivered as part of the paid for and wanted newspaper. Thus, advertising inserts which appear in such a friendly environment share in this image and have at least the implied endorsement of the newspaper in which they are carried.
Wilson, Sharan L., "A quantitative analysis of readership of inserts in the Omaha World-Herald" (1978). Student Work. 3136.