Publishers collaborate on ads strategy

LEADING America publisher, McClatchy, says it will distribute an advertising brochure for advertisers targeting retail shoppers, which has been produced by a rival company.

The publication, called Sunday Select, has been produced by Gannett for the past two years.

Sunday Select goes to household that do not receive a home-delivered newspaper but are in postal code areas that are selected by advertisers.

McClatchy is taking the idea to Sacramento, Kansas City, Tacoma and Columbia.

Its decision follows a move by the MediaNews Group – another major US publisher – to do the exact same thing.

A McClatchy vice-president said he believed it was the “first time I can recall when the newspaper industry and national advertisers have all collaborated on the launch of new product”.

Consumers must “opt-in” for the publication. The material they receive would be very similar in terms of advertiser information to the ads and inserts that go into the newspapers.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: