‘L.A. Times,’ LANG, ADVO Strike Partnership

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By: E&P Staff

The Los Angeles Times, ADVO, and MediaNews Group?s LANG newspapers have formed an alliance to distribute preprints to five million households in Southern California.

The preprint insert package, Local Community Values ShopWise, will combine inserts from area-retailers and the companies? existing late-week insert programs. Starting in August, it will be delivered to Los Angeles Times and LANG subscribers with their newspapers on Fridays and through the mail to non-subscribers.

Advertisers have the capability to target at the sub-ZIP code level across the newspaper and mail platform.

The Los Angeles Times will produce the late week package at its printing, production, packaging, and distribution center in Irwindale, Calif.

ADVO will continue to produce its early week ShopWise package currently distributed by mail and to LANG subscribers. Under the new arrangement, Los Angeles Times subscribers will be incorporated into this distribution. In addition, the Los Angeles Times will now also sell into this early week program, an arrangement that currently exists between LANG and ADVO.

ADVO will continue to offer its advertisers access to an additional two million Southern California households outside of the Los Angeles Times and LANG distribution areas with both early and late week packages.

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