BOSTON – Alternative delivery methods is a hot topic because of the recent postage increase, and one new version sends catalogs delivered with a newspaper to a targeted list of subscribers.
Tribune Publishing Co., which publishes 11 newspapers nationally, including the Chicago Tribune, launched Direct Delivery + late last year to offer advertisers a way to take advantage of both its delivery force and data analytics capabilities.
“We have this amazing delivery force that is delivering newspapers seven days a week when the post office is only delivering six days a week,” said Kristin Sullivan-Stoesser, target marketing manager at the Chicago Tribune.
That delivery force is also accountable because if a paid subscriber doesn’t receive his or her newspaper, the company hears about it, Ms. Sullivan-Stoesser said.
The program is currently available only in Chicago but will roll out to other markets in early 2008.
Advertisers provides the Chicago Tribune with their mail files, which are merge-purged against a list of paid newspaper subscribers at a sub-ZIP-code level. The goal is to identify those areas where there is high percentage of matches between who the brand marketer is trying to reach and the Tribune’s subscribers.
The cost of the program is 9 cents per piece under 3.3 ounces. By comparison, it can cost 20 cents per piece to mail a catalog via the post office.