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.

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