A newspaper insert is a pre-printed ad, like a flyer, circular, or card, that's placed inside a newspaper and delivered with it. Unlike an ad printed on the paper's pages, the insert is your own piece, so you control the size, paper, and design. Newspapers sell insert distribution by zone, so you can reach specific ZIP codes instead of a whole metro, and you choose which days it runs.
How newspaper inserts work
You reserve insert space with the newspaper for specific zones and run dates. Your inserts are printed and shipped to the paper, the paper places them inside each copy, and they arrive in home with that day's edition.
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Common insert formats
- Single-sheet flyers. One page, printed on one or both sides. Simple and cost-effective for a single offer.
- Multi-page circulars. Several pages for showing products, prices, or a full weekly sale. Common for grocery and retail.
- Cards and heavier stock. Stand out in the stack and get kept longer. Good for coupons and save-the-date offers.
- Polybag inserts. Delivered in the bag with home-delivered papers, so your piece arrives with the paper itself.
Newspaper inserts vs. FSIs
A newspaper insert is your own standalone piece. A free standing insert (FSI) is a shared coupon book with ads from several brands. Inserts give you more control over format and zoning. FSIs give you broad reach in a deal-seeking setting. Read our FSI guide.
Printing and delivery
Because a newspaper insert is a pre-printed piece, printing is part of the plan. A few things to know:
- Each paper sets its own specs. Papers have size limits, page count or weight limits, and rules for how pieces are bundled and labeled. Build the piece to fit every paper in your plan.
- Print quantities follow the zones. You print for the copies in the zones you buy, plus a small overage most papers ask for.
- Deadlines come before the run date. Inserts have to reach the paper ahead of time, so the print schedule works backward from your in-home date.
- Printing is often a big part of the cost. Paper, size, and quantity all affect it, so it's worth planning the format and the media together.
Insertly doesn't design ads, but we provide the specs and best practices for each paper and can connect you with creative and print partners we trust.
Targeting with zones
Newspapers sell insert distribution in zones, often down to the ZIP code. That means you can map coverage to the areas around your locations, or to your best markets, instead of paying for a whole metro.
Inserts are also a good way to fill gaps in a larger print plan. When shared mail or other programs miss certain ZIP codes, zoned inserts can cover exactly those areas. See how we plan newspaper inserts.
What drives the cost
| Cost driver | What it means |
|---|---|
| Distribution | What the paper charges to insert and deliver your piece, based on how many copies you buy |
| Zones | More zones and more copies mean a bigger buy |
| Weight and size | Heavier or larger pieces can cost more to insert |
| Printing | Paper stock, page count, size, and quantity |
| Frequency | How many run dates you plan across the flight |
The best way to judge cost is by what the inserts bring in, like cost per lead or cost per sale, not just the cost per piece.
Choosing run days
Pick run days around when your customers shop. Retailers often run ahead of the weekend, like Thursday for a weekend sale, while Sunday editions usually have the biggest reach. We look at each paper's schedule alongside your promotion calendar.
How to measure newspaper inserts
Give each zone or run date its own promo code, phone number, or QR code. Line up your sales and store traffic against the in-paper dates, and compare areas that got the insert with similar areas that didn't. Read our print tracking best practices.
Common questions
What is a newspaper insert?
A newspaper insert is a pre-printed ad, like a flyer, circular, or card, that's placed inside a newspaper and delivered with it.
Can I target specific neighborhoods with newspaper inserts?
Yes. Most papers sell insert distribution by zone, so you can target the ZIP codes around your locations or in your best markets instead of buying a whole metro.
Who prints newspaper inserts?
The advertiser supplies the printed inserts, built to each paper's specs. Insertly provides the specs and can connect you with print partners we trust.
How much does newspaper insert advertising cost?
It depends on the papers, zones, number of copies, the weight and size of the piece, printing, and how many times it runs. We provide estimates for each option when we build a plan.
Do newspaper inserts still work?
They work best when they're planned for a specific job: reaching established households in your trade areas, driving traffic to a promotion, or filling gaps other programs miss.
How long does it take to get in-home?
Plan on about three months from kickoff to in-home. That covers approvals, creative, printing, and each paper's schedule.