Advo, Orange County Register Form Alliance

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Advo Inc. and The Orange County Register yesterday formed an alliance to offer clients in Southern California a new saturation advertising program on the weekend, combining targeted direct mail and newspaper distribution.


Set to begin in January, the new program will cover about 900,000 households in Orange County, Los Angeles and surrounding areas.


The new program will serve both to enhance The Orange County Register's advertising coverage in the market and provide a second in-home date for ADVO in addition to its midweek advertising package.


Gary Mulloy, chairman/CEO of Windsor, CT-based Advo said, "The Orange County/Los Angeles area is Advo's largest market, and we are establishing the program in direct response to interest from clients to having access to a targeted saturation advertising program on the weekend."


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