When Borrell asked her why she just spent $4 only to toss the paper in the garbage, she said, “There’s at least $20 of savings right here,” gesturing to the clutch of coupon-laden preprints in her hand.
Such is -- or at least was -- the power of the preprint, or free-standing insert (FSI).
“The public has been trained for decades to get these FSIs out of the newspaper,” Borrell, CEO of Borrell Associates, said. But that public now has greater access to circulars and deals on more fronts than ever before in the digital realm. Old consumer habits may keep preprints in circulation, but rising costs and increased digital migration by consumers have pushed newspapers to a reckoning: Their preprints cannot stand alone in print anymore.
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