ADVO, MediaNews plan direct mail, inserts for L.A.
By Furniture Today Staff -- Furniture Today, May 26, 2003
Windsor, Conn. — Full-service direct-mail marketing company ADVO and MediaNews Group, the nation's seventh-largest newspaper company, have joined to produce direct-mail campaigns and promotional inserts in newspapers throughout Southern California.
MediaNews Group's Los Angeles Newspaper Group will merge its advertising inserts with ADVO's midweek direct-mail offerings, creating a single shared-advertising package branded ADVO ShopWise. The campaign will reach some 2 million Los Angeles-area households with a total annual purchasing power of more than $120 billion.
"MediaNews Group continues to be a strong, innovative partner for us in developing client-focused solutions, and we are very pleased with how this initiative will further strengthen our advertising program in this important market," said Gary Mulloy, ADVO's chairman and chief executive officer.
"We already offer clients a mid-week and weekend in-home opportunity in the Orange County area," he said. "We will continue to look for more ways to build and improve our offerings in Southern California so that we can bring our targeting and distribution capabilities to an increasingly larger number of clients looking for the most effective access to consumers."
"We have already teamed up with ADVO in two other major markets, and our advertisers and newspapers couldn't be happier with the results," said William Dean Singleton, vice chairman and CEO of MediaNews Group.
"Combining ADVO's large client roster with our own will make this program second-to-none in Southern California, allowing us to provide unparalleled advertising content," he said. "ADVO's targeting capabilities, which have proven to be so effective in building client market share, further convinced us that they were a great partner for us in this key market."
