The Los Angeles Times Media Group and Valassis will expand their insert program, which currently reaches 350,000 households, to 500,000 households effective Feb. 1. The new subscribers will receive a Spanish-language version, “Hoy Fin de Semana.”
The English-language version currently reaches 5 million homes throughout the Los Angeles DMA. The new audience will be made up of southern California Latino households.
Much of the existing recipient base is made up of shopLocal/RedPlum wrap and preprint package-targeted families. Plans call for the revamped program’s delivery date to shift from Friday to Saturday.
Through an agreement with the Los Angelese Newspaper Group’s Daily Breeze, a number of beach city communities, such as Manhattan Beach, Hermosa Beach, Redondo Beach, Torrace and the Palso Verdes Peninsula, among others, will join the program.
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