‘Austin American-Statesman’ Teams Up with Valassis

By: E&P Staff

The Austin American-Statesman is teaming up with Valassis to distribute the latter’s RedPlum direct mail package, effective March 2010. The Statesman will combine its total market coverage (TMC) package with RedPlum. The TMC product is distributed to non-subscribers.

The new shared-mail program will reach 595,000 Austin households weekly.

“The combined package will offer unparalleled values for consumers and will provide our advertising customers the ability to reach more households than ever before,” Statesman Publisher Michael Vivio said in a statement. “Wednesday newspaper subscribers will now receive even more value with their paper because of the additional preprints that will be delivered with the Statesman.”

Subscribers to the Statesman will receive Valassis’ RedPlum package on top of their Wednesday newspapers. Those who do not get the Wednesday edition will receive the co-branded product in the mail on Tuesday or Wednesday.

The Statesman joins more than 30 other newspapers, which have partnered with Valassis.

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