Madison Direct Plans Packaged Goods Co-op

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Madison Direct Marketing, Greenwich, CT, announced the creation Friday of a cooperative mailing program for packaged goods marketers to start in November.

The Pantry Program will be restricted to grocery, cleaning and adult health and beauty aid marketing categories and include only 10 advertisers per mailing.

It was designed as a lower-cost alternative to freestanding inserts for these marketers, the firm said. Cost for printing and distribution of the program is $11/M.

The program will be distributed within Madison's existing Young Family mailer, which goes out five times yearly.

The initial test will consist of 7.5 million mailers and go out in November. Subsequent 2004 mailings will take place in January, April, June, September and November.

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