The Star Tribune in Minneapolis will launch a new advertising and editorial product called StribExpress this Sunday to reach non-subscribers who have signed up to receive preprint advertising.
StribExpress will be home delivered free by carriers to 20,000 households in select areas of the Minneapolis/Saint Paul metro area where advertisers want to increase audience reach of their inserts. Advertising inserts will be wrapped in a six-page broadsheet section with a sampling of feature content from the Star Tribune that will focus on lifestyle, home and garden, cooking and personal finance.
The Star Tribune has pre-sold StribExpress by soliciting non-subscribers specifically in areas where advertisers want more reach for their inserts. What’s more, since it is a branded edition of the Star Tribune, StribExpress will count as verified circulation under Audit Bureau of Circulations rules.
“This is an innovative way to have a direct relationship with non-subscribers,” Star Tribune Chief Revenue Officer Jeff Griffing said in a statement. “There is a segment of the market that does not want a complete newspaper but does want the advertising and coupons. And there are a number of advertisers who are very interested in expanding their reach in selected areas. We put all that together with StribExpress, and everybody wins.”
The Star Tribune also reaches non-subscribers with a market saturation product called Twin Cities Values (TCV), an all-advertising package distributed through the mail to non-subscribers. Those who get StribExpress will not receive TCV.
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