By: E&P Staff
MediaNews Group is preparing to put its “Individuated News” personalized newspaper to the test in real homes in Denver next week.
Peter Vandevanter, vice president of targeted products for MediaNews Group, told the World Association of Newspapers (WAN) “The Power of Print Conference” that the subscribers will get home delivery of a printed paper, through home printers or portable devices, with content personalized to their demands and including hyper-targeted advertising and coupon offers.
MediaNews began testing the “Individuated News,” or I-News, product in April with a 12-page paper for a few long-term guests at a Marriott Residence Inn in Denver.
On June 3, the I-News product will be expanded with the installation of printers in 25 Denver households and the rooms of 60 guests of the extended-stay, Vandenvanter said. The expansion of the project was reported by Bill Mitchell, leader of news transformation and international projects at The Poynter Institute, who interviewed Vandevanter at the WAN meeting.
By August, MediaNews expects to install I-News printers in 300 homes in Los Angeles, where it publishes the Los Angeles Daily News.
Subscribers buy the printer at a deep discount and pay a “modest” subscription fee, Vandenvanter told Mitchell. The newspaper reimburses subscribers for the consumable. Advertisers pay the newspaper for targeted ads.
According to an account of Vandenvanter’s remarks on the WAN Web site, advertising rates for the I-News product “are 10 times print advertising rates.”