'Chicago Tribune,' Valassis to Combine Direct-Mail Products

By: E&P Staff The Chicago Tribune is partnering with the big direct mailer Valassis to produce a single ad insert package mailed to local households.

Chicago Tribune Media Group announced late Wednesday that it is combining its midweek mail program, branded as ShopLocal, with the ad inserts from Valassis's RedPlum direct mail package.

The single shared product will reach 3 million households weekly in the Chicago market, the companies said.

Distribution of the direct mail package, co-branded as Chicago Tribune/ShopLocal and RedPlum, will begin distribution in November.

The program has been designed to eliminate duplication. The Trib will continue to deliver preprint insert ads in its Wednesday newspaper editions, and Valassis will continue to mail to Tribune subscriber households.

In the households where two mail packages are currently delivered, the companies said, consumers will now experience the added convenience of more value-related content in one package."

"Combining inserts that go to non-subscribing households will streamline efficiency while providing richer content and greater consumer appeal," said Jack Whisler, Chicago Tribune vice president/advertising. "At the same time, both companies will retain their own proprietary targeting options and compete as before in the marketplace."

The mail program will be produced at Tribune Direct Marketing, a Chicago Tribune Media Group subsidiary located in Northlake, Ill. The advertising wrap that carries the adverting inserts will be produced and printed by Valassis.