Gannett Launching Opt-In Preprint Targeting

By: E&P Staff Gannett Co. is launching a unique "permission advertising" program with targeted preprint inserts in Indianapolis Sunday.

"Sunday Select" is an advertising package of national and local preprint advertising wrapped in a quick-read editorial product called "Yes! Your Essential Shopper."

The concept was tested in Indianapolis, where Gannett publishes The Indianapolis Star, and Des Moines, Iowa, where it publishes The Des Moines Register.

Gannett said it intends to roll the program out at its 16 largest newspapers through 2008.

"What sets this program apart from other targeted delivery methods is the opt-in process," Leslie Giallombardo, vice president/advertising for Gannett's Newspaper Division, said in a statement.

"In our early research and development efforts, we discovered a group of consumers who are intensely interested in shopping information, whether or not they read the Sunday newspaper," she added. "These consumers who agree to receive this package at home on Sunday are highly engaged -- cutting coupons and researching sales at their favorite retailers, resulting in store visits. The distribution is targeted to select zip codes that are highly desired by our advertisers on a distribution day that is important to their businesses. This program clearly answers our advertisers' needs to reach this buying audience."

Gannett said the product targets women, especially those 25-49. It "introduces new products and useful shopping suggestions to help enhance women's lives and those of their families," the company said.

In the next year, Gannett will develop four zoned editions of "Yes!" with content that is specific to the Northeast, South, Midwest and West regions.