In an effort to combine national and regional advertising content with local products, Cox Target Media said Friday that it is merging its two direct mail products — Carol Wright and Val-Pak — to create a single national brand under the Val-Pak name.
The company will integrate Carol Wright’s national and regional advertising content into Val-Pak's localized products — including Valpak.com — beginning with the May mailing. The independent Carol Wright distribution will conclude with the April mailing.
“This marriage of local and national offerings with an online component sets a new standard for the Val-Pak brand and the company,” said Bill Disbrow, CEO of Cox, Largo, FL. “The one-envelope approach is great news for advertisers who can now increase their marketing efficiency with extended reach and more flexibility in mailing.”
Michael Bonts, a Cox spokesman, said, “Our research has shown that most consumers want a product integrated with local and national content.”
In addition, he said, “We decided to integrate the product under the Val-Pak name because our research shows that Val-Pak is our most recognizable product.”
Bonts also said Cox’s national advertisers are embracing the move.
“The reaction has been positive, most requesting more information on our conversion program to Val-Pak,” Bonts said. “The good news is that the one-envelope strategy will allow these well-branded advertisers to ride together in one of America’s most recognized consumer brands.”
According to the company, the move also will allow it to consolidate resources. To implement the one-envelope initiative, the Elm City, NC, plant will be upgraded to handle the facility's expanded role. Most employees in that location will be furloughed following the Carol Wright April mailing while the plant is being converted. The employees will start their job again in August.
