USPS Signs Van Wagner to Manage Postal Ad Network

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The U.S. Postal Service yesterday signed Van Wagner Communications, an advertising company with experience in outdoor communications, to manage its Postal Ad Network.

The network makes various postal assets such as delivery vehicles, collection boxes, Priority Mail and Express Mail packaging, post office lobbies, stamp booklets and Web sites - available for integrated ad campaigns using multiple media.

The network offers advertisers single-source access to those postal assets

Last month, Pitney Bowes began advertising postage meters and scales for small businesses as well as its Internet postage product, ClickStamp, on Priority Mail envelopes. In addition, Replacements Ltd., which sells china, crystal and silver, will have co-branded advertising on postal vehicles in 11 major markets. Replacements Ltd. sends the bulk of its shipments through the USPS.

The postal service began working with companies on similar advertising programs last year. For example, Visa International bought ad space last year on 20 million Priority Mail envelopes. Last month the USPS began a six-week, co-branded advertising campaign with America Online that promoted AOL and the USPS' Expedited Package Services products on postal trucks in 11 major markets. In addition, AOL is a partner with the post office in Internet marketing initiatives on both AOL's and the USPS' Web sites.

John Ward, vice president of core business marketing at the USPS, said the agency selected Van Wagner because the company "is a leader in the outdoor advertising industry and perfectly suited to help us leverage our commercial advertising assets. ... We expect the Postal Ad Network to be a significant revenue generator for the postal service, and we look to Van Wagner, with their expertise, to help us grow this new advertising medium."

Van Wagner, New York, will manage all aspects of the program, including marketing and sales of advertising space, as well as sign production and placement.

Established more than 30 years ago, the Van Wagner group of companies includes Van Wagner Communications LLC, Dorna USA LLC, Van Wagner UK Ltd., and various subsidiaries and affiliates.

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