McClatchy to Introduce 'Sunday Select' Pre-Print Advertising
The company said that the Sunday Select offers national retailers an opportunity to reach more shoppers on Sunday by delivering pre-printed advertising to non-subscribers in targeted ZIP codes most valued by advertisers. The inserts are wrapped in a broadsheet editorial package called "Yes! Your Essential Shopper" and delivered only to those households that request it.
The company added that the Sunday Select program will debut in four McClatchy markets on Nov. 15 - Sacramento, Kansas City, Tacoma, Wash. and Columbia, S.C. The program could expand to other McClatchy markets in 2010. A key component of the program is that consumers "opt-in" and request the product, which distinguishes it from direct mail and other free products delivered by newspapers within their markets.
The program targets households that have not subscribed to a McClatchy newspaper within the past year so as not to compete or overlap with subscribers, who also receive much of the same pre-printed advertising in their newspapers.
Steve Bernard, vice president of advertising at McClatchy said: "We're very excited about Sunday Select, we're offering advertisers a wonderful opportunity to expand their footprint and influence in some of the best markets in the country and reach the most active shoppers living in those markets.
"This is the first time I can recall when the newspaper industry and national advertisers have all collaborated on the launch of new product.The beauty of Sunday Select is that we're leveraging a very successful brand. National retailers are very familiar with it, they like it and they're excited about the opportunity to expand it to more communities."
How far does this new program finds success?
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