McClatchy Launching Gannett's 'Sunday Select' Pre-Print Program in Four Markets

By: E&P Staff The McClatchy Co. said Tuesday it will launch the Sunday Select pre-print advertising campaign in four of its markets, delivering advertising to non-subscribers in targeted ZIP codes who ask for the insert package.

Sunday Select will launch Nov. 15 in four markets in which McClatchy publishes dailies: its hometown of Sacramento, Calif.; Kansas City; Tacoma, Wash. and Columbia, S.C. The program could expand to other McClatchy markets in 2010, the company said.

Sunday Select was developed by Gannett Co. Inc., in 2007, and is in several Gannett markets. MediaNews Group and Tribune Co. are also launching the Sunday Select program in some of their markets this year.

Inserts in the McClatchy Sunday Select program will be wrapped in a broadsheet editorial package called "Yes! Your Essential Shopper." Consumers must opt-in to receive the package, which is targeted to households that have not subscribed to a McClatchy newspaper within the past year. The idea is not to overlap with subscribers, who receive much of the same pre-printed advertising in their newspapers.

"This is the first time I can recall when the newspaper industry and national advertisers have all collaborated on the launch of new product," Steve Bernard, McClatchy's vice president/advertising, said in a statement. "The beauty of Sunday Select is that we're leveraging a very successful brand. National retailers are very familiar with it, they like it and they're excited about the opportunity to expand it to more communities."


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