Hearing clinic operator Hearx Ltd., West Palm Beach, FL, said yesterday it formed a partnership with The Reader’s Digest Association Inc., Pleasantville, NY, for the two companies to promote their products to each other’s customers through direct mail.
The agreement, similar to one Hearx formed several weeks ago with Time Inc., calls for Hearx to mail discounted offers for the large-print monthly edition of Reader’s Digest to Hearx’ 250,000-name database of hearing-aid customers. In exchange, Reader’s Digest will mail offers for Hearx hearing aids to certain current large-print edition subscribers.
Hearx also will promote the Reader’s Digest large-print edition through display materials in its 80 hearing clinics in New York, New Jersey, California and Florida.
Time Inc., which also is marketing its large-print edition of Time magazine through Hearx centers and mailings, is planning a May 1 launch for its direct mail campaign promoting Hearx, according to Hearx' chairman, Paul Brown.
“Many of their customers are older and have trouble reading, and they also have hearing problems or will have soon,” he said. “This gives us the chance to leverage their database.”