MEDIANEWS, ADVO JOIN NEW PARTNERSHIP.Byline: Daily News The Daily News' parent and ADVO Inc. announced Monday that they will team with the Los Angeles Times Los Angeles Times Morning daily newspaper. Established in 1881, it was purchased and incorporated in 1884 by Harrison Gray Otis (1837–1917) under The Times-Mirror Co. (the hyphen was later dropped from the name). to jointly distribute advertising inserts targeting five million Southern California Southern California, also colloquially known as SoCal, is the southern portion of the U.S. state of California. Centered on the cities of Los Angeles and San Diego, Southern California is home to nearly 24 million people and is the nation's second most populated region, households twice a week. The programs will be sold independently by each organization. Beginning in August, a new ``late week'' co-branded ``Local Community Values Shop Wise'' package of insert advertisements will be created in conjunction with the the Los Angeles Newspaper Group The Los Angeles Newspaper Group is an umbrella group of local daily newspapers published in the greater Los Angeles area by MediaNews Group. The news coverage of the newspapers are mainly local stories. , which is owned by MediaNews Group Not to be confused with Media General, an unrelated newspaper and TV group. MediaNews Group, based in Denver, Colorado, is one of the largest newspaper companies in the United States. and is comprised of the Daily News and seven other newspapers in Southern California. The inserts combine advertising from leading retailers from across the region into one package. They will be delivered to subscribers of LANG newspapers and the Times as well as to nonsubscribers via mail each Friday. ``Early week'' delivery, which began last May, will continue for LANG subscribers and will be joined by the Times as well. The new arrangement also will offer advertisers the capability of targeting their in-home print advertising at the sub-ZIP-code level across a combined newspaper/mail platform. The combined ``late week'' package will be produced by the Los Angeles Times at its printing, production, packaging and distribution center in Irwindale. ``Insert programs remain one of the most important marketing strategies for advertisers. The richer and more varied content of our packages, along with the flexibility of two weekly in-home dates, will benefit advertisers in this dynamic market,'' said S. Scott Harding Harding Starred in the 2006 NAB cup. , chief executive officer, ADVO. ``The agreement also significantly accelerates the financial progress we have been making with the late-week mailing program we launched 18 months ago. We are very pleased to be working with the Los Angeles Times and MediaNews Group in this important growth market.'' Gerald Grilly, president and chief executive officer of the Los Angeles Newspaper Group and executive vice president and chief operating officer Chief Operating Officer (COO) The officer of a firm responsible for day-to-day management, usually the president or an executive vice-president. of MediaNews Group, said the arrangement should benefit advertisers. ``Advertisers continue to look for ways to reach their targeted household,'' Grilly said. ``This program allows the opportunity to refine that reach, at a sub-ZIP code level, with both the desired paid (newspaper) subscriber and direct mail.'' ADVO is the nation's leading direct mail media company, with annual revenues of nearly $1.4 billion. Serving 17,000 national, regional and local retailers, the company reaches 114 million households - more than 90 percent of the nation's homes - with its ShopWise shared mail advertising. The company's industry-leading targeting technology, coupled with its unparalleled logistics capabilities, enable retailers seeking superior return on investment to target, version and deliver their print advertising directly to consumers most likely to respond. In addition to the Daily News, LANG includes the Long Beach Press-Telegram The Long Beach Press-Telegram is a major daily newspaper published in Long Beach, California. Tracing its history to 1897, it is currently published by the Los Angeles Newspaper Group. External links
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