The McClatchy Company (NYSE: MNI) announced today that it will introduce a new, pre-print advertising program to four of its premium growth markets, matching national retailers with shoppers who want to receive their advertising information.
Sunday Select offers national retailers an opportunity to reach more shoppers on Sunday by delivering pre-printed advertising to non-subscribers in targeted ZIP codes most valued by advertisers. The inserts are wrapped in a broadsheet editorial package called "Yes! Your Essential Shopper" and delivered only to those households that request it.
The Sunday Select program will debut in four McClatchy markets on Nov. 15 - Sacramento, Kansas City, Tacoma, Wash. and Columbia, S.C. The program could expand to other McClatchy markets in 2010.
"We're very excited about Sunday Select," said Steve Bernard, McClatchy vice president, advertising. "We're offering advertisers a wonderful opportunity to expand their footprint and influence in some of the best markets in the country and reach the most active shoppers living in those markets."
Sunday Select was developed by the Gannett Co., Inc., in 2007 and introduced to several Gannett markets over the past two years. In addition to McClatchy, two other newspaper companies - MediaNews Group and Tribune Co. - will also launch the Sunday Select program in some of their markets in 2009.
"This is the first time I can recall when the newspaper industry and national advertisers have all collaborated on the launch of new product," Bernard said. "The beauty of Sunday Select is that we're leveraging a very successful brand. National retailers are very familiar with it, they like it and they're excited about the opportunity to expand it to more communities."
As I read this, these ad deliveries will go to non-subscribers in the targeted zip codes.