In a sign that the shared advertising mail market is getting rough, the Chicago Tribune announced it is combining its midweek ShopLocal mail program with advertising inserts from Valassis’s RedPlum direct mail program.,
The move creates a single, shared offering that will reach 3 million households weekly in the Chicago market, the companies said.
According to a report in the Tribune, the deal was largely one of cost savings, which the two companies will split.
The program will begin in November.
The new combined midweek mail program will be produced at Tribune Direct Marketing, a Chicago Tribune Media Group subsidiary located in Northlake, Ill. The advertising wrap that carries the adverting inserts will be produced and printed by Valassis.
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