AHA Begins New Movers Mailing

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The American Homeowners Association unveiled a co-op mailing program yesterday aimed at reaching new movers.

The program, which launched this week, will send 250,000 AHA Official New Movers Kits to just-moved homeowners within three weeks after they arrive at their new homes, AHA said. The association plans monthly mailings, expanding to 500,000 per month late this year and to 1 million monthly in 2006.

Co-sponsors of the mailing include AOL, DirectStar TV, Liberty Mutual, Brinks Home Security, Sprint PCS, Gerber Life, BMG Music Club, The Sharper Image, Oreck, Guthy-Renker and Doubleday Book Club. The kit also contains an offer of a 30-day free-trial membership in AHA.

The program uses proprietary data sources developed by AHA to ensure that new-mover addresses are accurate and that the mailers arrive soon after homeowners complete their move, said Richard J. Roll, AHA founder and president.

The average rate for charter advertisers is less than $45 CPM, AHA said. The program guarantees category exclusivity for advertisers.

Scott Hovanyetz covers telemarketing, production and printing and direct response TV marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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