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Valassis provides extended reach and targeting in Memphis through CA Media/The Commercial Appeal Alliance

Wednesday, February 10, 2010

Press release from the issuing company

Livonia, Mich. and Memphis - Valassis, one of the nation's leading media and marketing services companies, and CA Media/The Commercial Appeal, an E.W. Scripps company in Memphis, Tenn., today announced a distribution alliance that will deliver even more value to 485,000 households in the Memphis market.

Through the alliance, CA Media/The Commercial Appeal will combine its advertising inserts with Valassis' RedPlum Direct Mail Package, creating a single, more robust offering in the Memphis market. The RedPlum Direct Mail Package consists of individual, relevant offers from various businesses that are combined into a single package and delivered to consumers' mailboxes to help them make savvy buying decisions by providing them with savings and value. The familiar Have you Seen Me? Missing Child photographs and information are featured on the back page. Beginning in May, the RedPlum Direct Mail Package will be delivered to about 77,500 home subscribers atop The Commercial Appeal and mailed by Valassis to about 407,700 non-subscriber households.

This alliance is the latest of successful collaborations Valassis has entered into with 34 newspapers across the United States, changing the way advertisers reach out to 16.5 million U.S. households. Advertisers benefit from the efficiency of the newspapers' delivery channel and the precision of Valassis targeting and reach via direct mail. Consumers benefit from advertising that is delivered by trusted, reliable sources – The Commercial Appeal and Valassis.

"We are building upon the success we have achieved through similar newspaper alliances in Denver, Dallas and the Bay area or San Francisco, where we have blended newspaper and mail distribution to provide greater reach for our clients and more value to consumers," said William Blackmer, Valassis Senior Vice President, Strategic Sourcing. "We are very pleased to continue building our relationship with The Commercial Appeal in this important market."

"The combined package will offer unparalleled value for consumers and will provide our advertising customers the ability to reach more households than ever before," said Joe Pepe, President and Publisher of CA Media/The Commercial Appeal. "Tuesday newspaper subscribers will now receive even more value with their newspaper because of the additional preprints that will be delivered with The Commercial Appeal."

The alliance will leverage Valassis' proprietary sub-ZIP code consumer targeting platform. This allows advertisers to maximize their response rates by delivering the right information to consumers. The Commercial Appeal's newspaper subscribers will receive their merged RedPlum Direct Mail Package on top of the Tuesday newspaper, ensuring high visibility for the advertising offers, while those who do not receive the newspaper will receive their RedPlum Direct Mail Package in their mailboxes on Tuesdays and Wednesdays. The package will be co-branded RedPlum and CA Media.




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