‘Dallas Morning News’ Taps Valassis for Direct Mail Package

The Dallas Morning News said Wednesday it is combining its advertising inserts with Valassis’ RedPlum Direct Mail Package in a single shared offering that will reach 1.5 million households weekly in the Dallas-Fort Worth area.

Beginning in August, the RedPlum package will be delivered to more than 485,000 home-delivery customers of the Morning News and its siblings the quick-read daily Briefing and Spanish-language Al Dia. Other targeted households will receive the RedPlum package in the mail.

Newspaper customers will the merged RedPlum package on top of the Wednesday newspaper, “ensuring high visibility for the advertising offers,” the paper and direct mailer said. Direct mail customers will receive a co-branded RedPlum package in their mailboxes on Tuesday or Wednesday.

Valassis has entered into similar partnerships with 31 newspapers across the nation, reaching some 8 million households.

“By merging the News’ portfolio of print products with Valassis’ unique targeting systems, this partnership allows us to offer advertisers throughout the Dallas-Ft. Worth marketplace enhanced distribution capabilities,” News President and General Manager John McKeon said in a statement.

“Advertisers can leverage the power of newspaper and mail to enhance their message to consumers and can ensure maximum response through both delivery methods,” William Blackmer, Valassis’ senior vice president, strategic sourcing, said in a statement. “Consumers will receive valuable deals and offers all in one package, which will greatly facilitate planned shopping experiences.”

Source: Editorandpublisher.com