Tribune Publishing Folds Seven DM Units into Umbrella Company

Share this article:

Tribune Co.'s Tribune Publishing combined seven local direct marketing units to create one umbrella brand called Tribune Direct.

The entity replaces Baltimore Sun Direct in Baltimore; Courant Direct in Hartford, CT; Raven Direct in Bath, PA; Sun Sentinel Direct in Fort Lauderdale, FL; Sentinel Direct in Orlando, FL; Tribune Direct Marketing in Northlake, IL; and Times Direct in Los Angeles. Combined they produce about 2 million pieces of mail each day.

"Direct mail itself is a national business," said LouTazioli, Tribune Direct president and general manager in Northlake, IL. "Organizing Tribune Direct businesses over a national umbrella aligns us better with the direct mail industry."

Tribune Direct will maintain its constituents' relationships with the parent company's newspapers nationwide. It will continue to offer to clients services like data warehousing and analytics, program design and creative services, campaign management and response analysis, print production, distribution and list targeting.

The integration will help make Tribune Direct a more cohesive national DM shop.

"We will have production facilities in Los Angeles, Chicago, Pennsylvania and Florida and this national production footprint allows us to compete for some of the larger national mailings - the multimillion-piece national mail drops."

Tribune Direct's primary business mirrors the Tribune newspapers' core advertiser base - retailers. So the DM subsidiary produces mail for clients in the grocery, drugstore and home improvement retail categories. It is also involved in telecommunications and financial mail.

Mr. Tazioli's approach to not just to produce solutions that are standalone campaigns, but integrate them across newspaper, television, mail and Internet media. The goal is to meet the client's multichannel marketing needs.

"What we do is not a replacement to the newspaper; it's a complement to the newspaper," Mr. Tazioli said.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Are You Really Ready for Customer Experience?

Are You Really Ready for Customer Experience?

Marketers can talk a good game about customer centricity, but actions speak louder than words.

Essentials in Content Marketing: Think like a best-selling author

Essentials in Content Marketing: Think like a best-selling ...

Imagine if all the electronic content thrown your way daily was actually printed on paper. To stand out from those piles of worthless pixels, you must offer your audiences intriguing ...

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.