By: Joe Nicholson Informational Site To Aid Advertisers, Agencies
Twenty-two newspapers, including the Chicago Tribune, the Los Angeles
Times, and The Miami Herald, have launched an informational Web site
to aid advertisers and ad agencies in making preprint buys.
Three years ago, the 22 newspapers formed the Newspaper Target Marketing
Coalition (NTMC); the papers represent most of the nation's largest markets and
distribute preprints and target-marketing-coverage (TMC) circulars to 32 million
households weekly. Its new site is NTMCdata.com.
TMC is a term that has sometimes been used to refer to total market coverage,
but NTMC members offer target-marketing-coverage programs because of the growing
demand for increasingly focused ads.
"I think we're going to see some growth in our industry because of this Web
site," said Jim Dietz, local values manager of the Tribune and president of
NTMC.
The Tribune last year circulated about two billion inserts in the paper
and distributed another billion preprints by mail, Dietz said.
NTMC's new site offers market demographic data as well as circulation
information. It provides names of member newspapers' ad executives and their
telephone numbers. NTMC does not become involved in transactions.
Though there is "a risk" that preprint buys can pull revenue from run-of-press
(ROP) ads, smart advertisers buy both because they complement each other, Dietz
said.
Joe Nicholson (jnicholson@editorandpublisher.com) is an associate editor covering marketing and advertising for E&P.
Copyright 2001, Editor & Publisher.
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