A free standing insert (FSI) is a printed booklet of ads and coupons from several brands, delivered inside weekend newspapers. It's called "free standing" because it isn't printed as part of the paper. It's a separate piece tucked inside. Advertisers buy a full page or part of a page, and the book reaches households nationally, regionally, or in specific markets on scheduled dates.
How FSIs work
FSI publishers produce coupon books on a fixed calendar, usually on weekends throughout the year. Brands reserve space in specific editions, supply their ad, and the publisher prints the full book and distributes it through newspapers in the markets that edition covers.
Because the book is built around offers, readers open it on purpose. They're looking for deals, which is why FSIs work so well for coupon-driven and promotion-driven brands.
Ad sizes
Most FSI ads come in a few standard sizes. Larger units cost more but stand out more, and a strong offer matters as much as the size.
FSI vs. newspaper insert
People often use the terms interchangeably, but they're different buys.
| Free standing insert | Newspaper insert | |
|---|---|---|
| What it is | A shared coupon book with ads from several brands | Your own standalone piece placed inside the paper |
| Format | Set page sizes within the book | Your choice of size, paper, and page count |
| Schedule | Fixed publisher calendar, mostly weekends | Flexible, based on each paper's schedule |
| Targeting | National, regional, or by market | Down to newspaper zones and ZIP codes |
| Best for | Broad reach around a promotion or coupon | Local targeting and more creative control |
Many plans use both: FSIs for broad reach around a promotion, and newspaper inserts to go deeper in priority markets. See how we plan newspaper inserts and FSIs.
Who uses FSIs
- Consumer packaged goods brands driving coupon redemption at grocery and drug stores.
- Retailers promoting weekend sales and seasonal events.
- Restaurants and franchises offering deals across many locations at once.
- Direct-to-consumer and service brands with a strong offer that benefits from broad reach.
Planning an FSI
- Start from the calendar. FSI dates are set well in advance, so pick editions that line up with your promotion or season. Plan on about three months from kickoff to in-home.
- Lead with the offer. FSI readers are scanning for deals. A clear, valuable offer does more than clever design.
- Choose your coverage. Run nationally for broad promotions, or limit to the regions and markets where you have distribution or locations.
- Plan for frequency. One drop can spike response, but several drops across a season build more consistent results. We recommend planning at least three months.
How to measure an FSI
FSIs are one of the easiest print formats to measure because they're built around offers. Use a coupon or promo code specific to the FSI, a dedicated phone number or QR code, and compare sales in covered markets against similar markets that weren't covered. Read our guide to measuring print.
Common questions
Why is it called a free standing insert?
Because it's printed separately from the newspaper and inserted as its own piece, rather than printed on the newspaper's pages.
Are FSIs still effective?
Yes, especially for offer-driven brands. FSI readers are actively looking for deals, and coupon codes make results easy to track.
Can FSIs be targeted?
FSIs can run nationally, regionally, or in specific markets. For tighter targeting by ZIP code or newspaper zone, a newspaper insert or shared mail is usually a better fit.
How much does FSI advertising cost?
It depends on the ad size, the editions, and how much coverage you buy. We provide estimates for each option when we build a plan.