Tribune Publishing Folds Seven DM Units into Umbrella Company

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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.
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