Over the last two years, insert marketing placed in newspapers via OnePress — from 1 page flyers to 12 page tabs —have more than doubled.
And the trend is continuing in 2026.
That increase reflects a broader shift in marketing strategy in 2026. As digital channels continue to expand and attention becomes more fragmented, brands are reassessing how physical media — including newspaper insert advertising — fits into an integrated, performance-focused campaign.
This article explores:
Three primary factors are driving renewed growth.
Digital advertising delivers scale, speed, and precision targeting. But it also operates in highly distracted environments. Scroll behavior is automatic. Impressions are abundant. Focused attention is limited.
Newspaper inserts introduce physical presence into the media mix. They create a slower engagement moment — one that interrupts predictable digital consumption patterns.
In an attention-constrained marketplace, that pause creates strategic value.
Newspaper inserts are delivered within trusted local news environments. Readers choose to receive their newspaper. That opt-in context influences how advertising is perceived.
According to OnePress Insights’ analysis of the pros and cons of insert advertising, placement within newspapers can provide credibility and engagement advantages compared to untargeted mail distribution.
Context does not guarantee performance — but it meaningfully shapes response behavior.
In 2026, most brands rely heavily on digital channels. When every competitor competes for visibility in the same feeds, differentiation becomes harder.
Newspaper inserts offer:
This contrast is one reason insert advertising effectiveness is being reevaluated by brands seeking multi-channel reinforcement.
Newspaper inserts can be highly effective when aligned with the right objective and integrated into a broader campaign.
They tend to perform well for:
However, inserts are not inherently superior to digital advertising. Their effectiveness depends on execution, design clarity, timing, and integration with other channels.
In 2026, inserts work best as part of integrated print and digital campaigns — not as standalone tactics.
Strategic evaluation requires balance.
Focused attention
Physical formats often generate deeper engagement compared to fleeting digital impressions.
Credibility by association
Advertising delivered within trusted local publications benefits from contextual legitimacy.
Creative flexibility
Inserts allow for catalogs, menus, seasonal guides, multi-page storytelling, and detailed offers.
Cost efficiency in many markets
Insert distribution can be cost-effective compared to many alternatives.
Extended exposure
Inserts may remain in the home, allowing repeated review.
Limited behavioral targeting
Inserts cannot match digital platforms in granular audience segmentation.
Potential clutter
If multiple inserts appear in the same edition, attention may dilute.
Measurement requires planning
Unlike digital ads, inserts do not automatically provide click-level analytics.
As detailed in the OnePress Insights overview of insert advertising pros and cons, inserts perform best when objectives, creative, and measurement are defined in advance.
The takeaway: inserts are strategic tools — not shortcuts.
Brands seeing measurable insert performance share several best practices.
Clarify whether the insert’s role is:
Objective clarity determines creative, distribution, and measurement.
Effective inserts typically:
Complex layouts reduce response. Focus improves it.
Insert performance improves when supported by digital reinforcement:
Integrated campaigns increase recall and message consistency.
Timing and geography matter. Consider:
Placement decisions should reflect audience behavior patterns, not just budget availability.
Modern insert campaigns should include:
Measurement transforms insert advertising from a traditional channel into a data-supported component of a modern strategy.
In 2026, marketing effectiveness depends on diversified attention capture.
Digital delivers:
Newspaper inserts deliver:
Together, they reinforce messaging across environments.
The increase in insert placements suggests brands are not reducing digital investment — they are strengthening campaign architecture by adding complementary channels.
Newspaper insert advertising is increasing in 2026 because attention is fragmented and differentiation is harder to achieve.
Physical formats:
Insert advertising effectiveness depends on objective clarity, strong design, strategic placement, and digital integration.
When used intentionally, inserts remain a relevant and valuable component of a modern marketing mix.