Alternate Postal Delivery offers new delivery software p.

By: Editorial Staff

Alternate Postal Delivery offers new delivery software p.
ALTERNATE POSTAL DELIVERY Inc. has created a new software program that combines demographic and mapping information.
EVE, introduced at APD's recent affiliate meeting in Chicago, targets prospects along a wide range of demographic definitions, from ethnic-sounding surnames to recent purchases of luxury automobiles.
EVE displays all homes in a given area that meet advertiser-specified demographic/psychographic profiles. This helps a newspaper company pinpoint prospects for product samples or promotional materials that it delivers.
Alternate delivery routes can be planned from computer maps that pinpoint prospects.
"This goes beyond PRISM or Claritas. This moves targeting from a neighborhood to a household level," said Stan Henry.
Henry, along with Phillip D. Miller, is a controlling owner of the Grand Rapids, Mich.-based firm.
"The big battle is who is going to get there first: the direct marketing people or the newspaper?" Henry added.
Among the innovations of EVE are stop dates on demographic information to ensure that decisions are not based on obsolete data.
"Some information may be good for two years, but some may be good for just a few months," according to Jon D. Dragon, vice president/information systems.
EVE is part of an effort that APD says it believes will eventually change the language of advertising from CPM, cost per thousand, to "cost per prospect."
Two Florida newspapers, the Fort Lauderdale Sun-Sentinel and the St. Petersburg Times, will be beta sites for the program.