Newspaper & Mailroom
Valassis and The Dallas Morning News Join Forces to Extend Reach and Targeting for Advertisers in Dallas-Ft. Worth
Thursday 28. May 2009 - Valassis (NYSE:VCI), one of the nation's leading media and marketing services companies, and The Dallas Morning News, the flagship subsidiary of A. H. Belo Corporation (NYSE:AHC), today announced a powerful, innovative alliance that changes the way advertisers reach households in the Dallas-Ft. Worth designated market area (DMA).
Through the alliance, The Dallas Morning News will combine its advertising inserts with Valassis’ RedPlum(TM) Direct Mail Package, creating a single, shared offering that will reach 1.5 million households weekly in the Dallas-Ft. Worth market. The RedPlum Direct Mail Package consists of good deals on the brands consumers want most from various businesses, which 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 in August 2009, the RedPlum Direct Mail Package will be delivered to more than 485,000 home delivery recipients of The Dallas Morning News, Al Dia and Briefing, and mailed by Valassis to another 1 million local households.
This alliance is the latest of successful collaborations Valassis has entered into with 31 newspapers across the United States, offering an innovative way to 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 Dallas Morning News 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 Dallas Morning News in this important market.”
“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,” said John McKeon, President and General Manager of The Dallas Morning News. “It also supports our goal of delivering value to consumers by increasing their opportunities to save, one more example of the many ways in which The Dallas Morning News helps people live better here.”
Valassis’ proprietary sub-ZIP code consumer targeting platform will allow advertisers to maximize their response rates by delivering the right information to consumers. Readers of The Dallas Morning News, Al Dia and Briefing 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 co-branded Direct Mail Package in their mailboxes on Tuesday or Wednesday.