A first for Barron's: National advertising insert

Steve McClellan of AdWeek writes that the latest issue of Barron’s included a national advertising insert for the first time in its 86-year history.

McClellan wrote, “The 16-page supplement, created for New York stock trading firm Knight Capital Group by its ad agency, Omnicom’s Doremus, was distributed to more than 200,000 readers via the magazine and insert wrapped in Knight-branded poly-bags.

“Barron’s publisher Garry Holland said the periodiciall had not yet run an insert because ‘our presses were not geared up for [them].’ Knight was not the first to approach Barron’s about doing one, he said, its timing was simply fortuitous. It was earlier this year that the Dow Jones print operations division devised a way to distribute inserts.

“But even with the technology in place, Barron’s plans to be selective. ‘We want to set paramaters on this,’ he said. ‘We don’t want to look like your Saturday newspaper, full of inserts and coupons.'”

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