Newspaper & Mailroom
Valassis Provides Extended Reach and Targeting to South Florida Advertisers Through Palm Beach Post Alliance
Tuesday 22. July 2008 - Valassis (NYSE:VCI), one of the nation's leading media and marketing services companies, and The Palm Beach Post, the leading newspaper in Palm Beach County, Florida, and the state's Treasure Coast area, today announced a powerful, innovative alliance that changes the way advertisers reach households in the West Palm Beach - Ft. Pierce designated market area (DMA).
Through the alliance, The Palm Beach Post will combine its advertising inserts with Valassis’ RedPlum(TM) Direct Mail Package, creating a single, shared offering that will reach 538,000 households weekly in the South Florida market. The RedPlum Direct Mail Package consists of individual, relevant offers from various businesses that are combined into a single package and delivered to consumers’ mailboxes to help them make smart buying decisions by providing them with savings and value. The familiar Have you Seen Me?(R) Missing Child images and information are featured on the back page. Beginning September 2008, the RedPlum Direct Mail Package will be delivered to over 114,000 home subscribers of The Palm Beach Post, and mailed by Valassis to the balance of the 538,000 non-subscriber households.
This alliance is the latest of successful collaborations Valassis has entered into with 30 newspapers across the United States, changing the way advertisers reach out to 8 million U.S. households. Advertisers benefit from the efficiency of the newspapers’ delivery channel and the precision of Valassis targeting and reach via direct mail. Consumers benefit from advertising that is delivered by trusted, reliable sources — The Palm Beach Post and Valassis’ RedPlum product.
“This deal is a win for advertisers and consumers alike,” said William Blackmer, Valassis Senior Vice President, Strategic Sourcing. “Advertisers can leverage the power of newspaper and mail to enhance their message to consumers and can ensure maximum response through both delivery methods. Consumers will receive valuable deals and offers all in one package, which will greatly facilitate planned shopping experiences. We are very pleased to continue building our relationship with The Palm Beach Post in this important market.”
“Harnessing the power of The Post’s readership with Valassis’ RedPlum Direct Mail Package indeed offers excellent value to our advertisers and readers,” said Doug Franklin, Publisher of The Post. “Our market continues to be one of the top newspaper readership markets in America. By partnering with Valassis, we extend advertisers’ ability to reach very desirable consumers in this educated, affluent and fast-growing market.”
The alliance will leverage Valassis’ proprietary sub-ZIP code consumer targeting platform. This allows advertisers to maximize their response rates by delivering the right information to consumers. The Palm Beach Post’s newspaper subscribers will receive their merged RedPlum Direct Mail Package on top of the Wednesday newspaper, ensuring high visibility for the advertising offers, while those who do not receive the newspaper will receive their RedPlum Direct Mail Package in their mailboxes on Tuesdays and Wednesdays. The package will be co-branded RedPlum and The Palm Beach Post.