Tribune's Sullivan-Stoesser promotes segmentation analysis in IMD Keynote

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Tribune Media Direct Delivery+ sales manager Kristin Sullivan-Stoesser spoke to the benefits of segmentation analysis in the opening keynote address at the 5th Annual DMA Insert Media Day, held April 1 in New York.

Highlighting examples from Tribune Company newspapers, Sullivan-Stoesser spoke to the benefits of the technique, which links an advertiser's database with a newspaper's subscriber database. When used as an alternative to postage-based direct mail distribution, segmentation analysis offers a guaranteed in-home delivery date and zero USPS mechanical requirements.

Kicking off the final keynote, Fleishman Hillard SVP and FH Boom Co-chair Carol Orsborn, shed some light on arguably the most profitable untapped demographic: boomer women. With women now influencing 80% of household purchases, it stands to reason that boomer women, who tend also to have a good chunk of disposable income, should top marketers' go-to lists. Orsborn offered a range of tips for targeting boomer women, including appropriate terminology and creative elements.

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