Direct Mailer to Deliver Weekly Newspapers

By Fitzgerald, Mark | Editor & Publisher, May 14, 1994 | Go to article overview

Direct Mailer to Deliver Weekly Newspapers


Fitzgerald, Mark, Editor & Publisher


Maverick publisher breaks industry taboo, enters into partnership with Advo

In the first-ever marriage of the big direct mailer and a community newspaper, Advo has begun delivering the Enterprise Newspapers of suburban Milwaukee in its weekly mail advertising package.

Starting with its May 2 Marriage Mail shared mail package, Advo began weekly delivery of 103,000 copies of Enterprise newspapers in 10 communities in parts of Milwaukee and its suburbs.

Enterprise papers, which are free-distribution products with seven zones, are heavy on editorial content and ROP advertising with few insert ads.

"We have never, to the best of my knowledge, ever attempted to distribute an editorial product," said Paul Case, regional vice president of Advo. He said Advo does distribute 100% advertising shoppers in a few markets.

Enterprise Newspapers owner J.J. Blonien acknowledged - with a certain amount of glee - that hooking up with Advo breaks a big newspaper industry taboo.

"It's like sleeping with the enemy, isn't it?" Blonien laughed during an interview at Advo's brand-new regional plant in Milwaukee.

"I was somewhat influenced for a long time by that feeling in the industry," he added. "It was kind of like, if you were a publisher, you couldn't like Advo.

"But then I sat down and said they really haven't taken any of my customers .... I'm heavily ROP. And with Advo, I get guaranteed deliver The paper is dry, not in the bushes," Blonien said.

Blonien has frequently been outspoken ken in newspaper industry matters: baiting dailies for their supposed inefficiencies and urging fellow free-distribution publishers to add real editorial content to their shoppers.

Blonien is also a past president of the Association of Free Community Newspapers.

Striking an alliance with Advo will allow Blonien to concentrate on the newspaper rather than on its delivery, the publisher said.

Through the years complaints about delivery, which was handled by a contractor, began to increase, he said.

"I'm a publisher, first and foremost," Blonien said. "But last winter was an absolute disaster with the extended sub-zero temperatures. I started having problems with renewals of [ad] contracts. I don't think it's a newspaper industry secret that carrier delivery brings a lot of problems," he said.

Advo's mail program also will get the Enterprise newspapers into apartment complexes and subdivisions that carriers cannot enter, Blonien said.

Because of the added access and some minor expansions of its zones to accommodate the direct mailer, the alliance with Advo will increase the newspapers' distribution by about 15%, Blonien said.

"I also like that not delivering my newspaper is a felony" he said, referring to the legal status of U.S. mail.

And where other newspaper publishers might fear Advo's size - it is a $1 billion company that now delivers 24 billion pieces of advertising annually to 53 million households - Blonien says the size is a plus for him.

"For me to go to the Milwaukee Post Office with 100,000 [copies], I'm a bit player. But being affiliated [with Advo] I know they have clout. I know, being in this market, that they get delivered every week," Blonien said. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Direct Mailer to Deliver Weekly Newspapers
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.