Smithers Pira’s Lansing laboratory adds magazine insert testing

Smithers Pira’s Distribution Testing Center in Lansing, Michigan will now offer magazine insert testing to accommodate clients in North America.

For many years in Europe, Smithers Pira’s magazine insert testing service has been known as the industry standard. The test method that was developed properly challenges inserts and sachets destined for a wide variety of magazine titles for the rigors of the supply chain. This capability and expertise is now being offered from Smithers Pira’s Distribution Testing Center in Lansing, Michigan.

Still a popular method of getting samples into the hands of consumers, personal care brands continue to look at new and innovative magazine inserts and sachets for use in popular magazine titles. With this method of distribution, there are considerations in the supply chain that must be evaluated to ensure that the inserts or sachets don’t fail.  If it isn’t durable enough, is badly affixed or inserted in a poor location within the magazine, problems such as product breakage, leakage damage or loss can occur. With liquid contents, broken sachets can not only damage the individual magazine but also whole packs or pallets. This is a costly issue for all involved and  can be resolved with simple testing.

The Smithers Pira method for evaluating inserts and sachets involve a series of individual tests designed to simulate the real world supply chain. By understanding some of the key considerations up front such as placement within the magazine and the thickness of the magazine (number of pages), Smithers Pira’s experts can conduct the appropriate mix of tests to properly assess the durability. These tests include:

  • Dynamic compression test
  • Drop tests series
  • Stack compression (stack) test

“Third party testing of magazine inserts allows product manufacturers to assess the performance of their sachets under real life conditions.”, Michael Kuebler, technical director for Smithers Pira explains. “Bringing this capability to our North American testing center allows us to better serve our clients globally.”

The most common items that are evaluated include sachets, bags and pouches, bottles, gift items, holiday promotions and blister packs. With over 25 years supporting the publishing industry and brand owners with their magazine inserts, Smithers Pira has become the industry standard supplier for this niche of testing. To get started with your next project, simply contact our Lansing, Michigan testing center at 517-322-2400 or contact Michael Kuebler at

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