ADVO Inc. said this month that it entered an alliance with Paddock Publications to provide a merged advertising insert program in the publisher's Chicago-area Daily Herald newspaper.
The program will be a co-branded combination of the Daily Herald's inserts and ADVO's ShopWise program and will reach 725,000 homes in the Chicago suburbs. In the first quarter of 2005, ADVO, Windsor, CT, expects to deliver ShopWise to 120,000 home subscribers of the Daily Herald and mail the program to non-subscribers in the rest of the area. Subscribers will receive the inserts with their Wednesday edition of the Daily Herald. Non-subscribers will get the inserts in their mailboxes on Tuesday or Wednesday.
This alliance brings ADVO's newspaper partner total to 30 nationwide and 9.5 million households.