Advo Allies Insert Programs with Newspapers

(Direct Newsline)—Advo, Inc. has formed a strategic alliance with Paddock Publications to jointly distribute advertising inserts by mail and the Daily Herald newspaper in the Chicago area.

The combined insert program will reach more than 725,000 suburban Chicago households. Inserts will be distributed to 120,000 newspaper subscribers in the first quarter and the balance will be mailed.

"Advertisers can leverage the power of the newspaper mail combination to enhance their message to consumers and ensure the maximum response through sub-ZIP code targeting for both mail and newspaper delivery," said Advo's CEO Scott Harding, in a prepared statement.

This alliance between Windsor, CT-based Advo and a newspaper is the latest in a string of 29 similar arrangements the company has established nationwide for targeting 9.5 million households.