Advo Unites Midweek, Weekend Direct Mail in Philadelphia

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Direct mailer Advo Inc., Windsor, CT, is combining its midweek and weekend marriage mail programs in Philadelphia to create an earlier, expanded weekend mailing, the company said last week.

The new mailing, scheduled for Thursday-Friday delivery to consumers' homes, is effective Sept. 5.

Philadelphia is one of Advo's strongest markets, with weekly mailings reaching more than 1.5 million households.

Advo added a midweek delivery date (Tuesday-Wednesday) in January to accommodate major clients who desired weekly advertising but whose pricing strategies were not consistent with the existing weekend mailing (Friday-Saturday delivery).

In recent months, however, the increasingly competitive retail environment has caused clients to change their desired time of the week to target their mailings. Midweek advertisers have asked for delivery closer to the weekend, Advo said, and clients in the weekend program have asked that their ads be delivered a day earlier.

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