MEDIANEWS, ADVO TO EXPAND ALLIANCE.Byline: Daily News The Daily News' parent and ADVO Inc. announced Thursday that they will jointly distribute advertising inserts in the Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. region on Thursdays and Fridays in addition to their midweek venture already operating. 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. of Denver said the delivery plan gives advertisers the opportunity to distribute print advertising through a combination of newspaper and mail, and aligns with an end-of-week mailing that ADVO, based in Windsor, Conn., launched itself in Southern California last fall. MediaNews, one of the nation's largest newspaper companies, and ADVO, the nation's largest direct mail company, had launched a similar midweek alliance in the Los Angeles area in August 2003. In the new alliance, which will begin in June, MediaNews' 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. (LANG) newspapers will merge their inserts with ADVO's ShopWise advertising package. Subscribers to the eight LANG newspapers will receive the inserts on top of their Thursday newspaper, while nonsubscribers will receive the ShopWise package in the mail on Thursday or Friday, the companies said. ``Southern California is a land of 'mosts' - most lucrative retail market, most geographically dispersed and most ethnically diverse,'' said ADVO's CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. Scott Harding. ``These factors, and more, make it one of the toughest for advertisers to reach their target consumers, cost-effectively and with precision. This alliance offers a solution that attacks that challenge head-on. By combining the efficiency of the newspaper's delivery channel and the precision of ADVO's targeting and reach via direct mail, we will provide consumers with high-value promotional packages that drive readership, response and the ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). that today's advertisers demand.'' Gerald Grilly, MediaNews' 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. and president and CEO of LANG, said, ``This is a great opportunity to provide our advertisers with yet another vehicle to reach their targeted audience. This new alliance is a significant enhancement to the already vast portfolio of products that we have to offer our advertisers daily.'' LANG includes the Daily News, 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
MediaNews Group and ADVO operate similar alliances in Northern California, Denver and Connecticut. ADVO has 29 newspaper alliances nationwide, reaching some 10 million households. |
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