By: Jim Rosenberg Knight Ridder's Philadelphia Newspapers Inc. has made its StreetSmart total-market-coverage program a department all its own in an effort to highlight its products. The former retail-ad department unit is now headed by Gordon Prouty, who had been retail advertising director.
Combining the benefits of targeting and a low cost per thousand, StreetSmart offers household-level selectivity at insert and mass-mail rates using unduplicated delivery via newspaper insert, shopper, and shared mail. It relies on a comprehensive marketing database, a Web-based ad-sales tool, partnership with a packaging-systems vendor, and U.S. Postal Service cooperation.
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