By: E&P Staff Beginning in early this year, the Times Union, Albany, N.Y., will provide packaging, inserting and regional distribution services for both Target Direct, a shared-mail company affiliated with national mailer Valassis, and the Capital Region Weekly Newspaper Group.
Every week, approximately 140,000 of the 200,000 copies of the Pennysaver, Moneysaver, The Weekly, and The Advertiser -- all Capital Region weeklies products -- will be delivered to Times Union subscribers in select Zip codes. These weekly newspaper products also will be inserted into the Times Union's shared mail product, Local Values, to ensure 100% saturation coverage of selected Zip codes.
At about the same time, much of the Albany Target Direct shared mail program, including its new Value Direct publication, will be merged with the Times Union's Local Value TMC. Combining subscriber deliveries and the Local Values mail product, The Times Union will provide inserting, transportation and distribution for Target Direct products distributed to more than 260,000 Capital Region households.
"These partnerships make good business sense, especially in this difficult business climate, when every media company is aggressively seeking cost efficiencies," Times Union Publisher Mark E. Aldam said in a statement.
Capital Region Publisher Pat Smith said resulting efficiencies will put all the group's papers in homes on Thursday instead of on weekends -- something advertisers had requested for years -- "allow the Capital Region weeklies to continue its saturation direct mail program versus a cheaper and less productive weekly distribution".
New Hampshire-based Target Direct reaches almost 600,000 homes in New York, Vermont and New Hampshire.
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