Detroit JOA Expands Advo Deal

By: Mark Fitzgerald

Not so long ago, newspapers and the giant direct mailer Advo Inc. regarded each other as mortal enemies. Now, the relationship is so cozy — in Michigan, anyway — that beginning next month, Windsor, Conn.-based Advo and Detroit Newspapers, the joint operating agency of the Detroit Free Press and The Detroit News, will expand their Detroit Weekend Direct weekly advertising package to an additional 600,000 households throughout Wayne, Oakland, and Macomb counties.

The partners said the program will reach more than 1.5 million households, or 90% of the market.

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