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The results of a study done by the List Process Company on package inserts are discussed. Package insert seasonality is similar to patterns of direct mail seasonality. Front-end customer response is better with direct mail whereas back-end response is better with package inserts. Reasons for using package insert programs include the source of the buyer and the association with a similar insert program. The use of package inserts is increasing. A summary of the study's findings by product category is included. Factors that have contributed to the increased use of package inserts are also discussed.