Madison Rebrands Cooperative Mailing Programs

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Madison Direct Marketing rebranded all of its non-teen cooperative mailing programs as FamilyAdvantage, the Greenwich, CT, company said yesterday.


These programs, formerly under the title of Novaparenting, include Expectant Parent, New Parent, Infant, First Birthday, Young Family and Hispanic Young Family as well as the New Homeowner program.


Combined, the programs consist of more than 66 million cooperative mailers sent out yearly.


Recent Madison clients participating in such programs include Bayer, Procter & Gamble, Northwest Airlines, America Online, Johnson & Johnson, Novartis, Bookspan, Sears Portrait Studios, Fisher-Price and Gruner+Jahr.


Starting in June, Madison will test a "tell a friend" charitable donation program through its mailers. Madison will make a donation to the National Childhood Cancer Foundation for each registrant up to 10,000 at the FamilyAdvantage Web site that received the information through a "tell a friend" activity.


If the June test is successful, the program will be rolled out, according to Madison.


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