Magazine article Editor & Publisher

Ad Network for Detroit Area

Magazine article Editor & Publisher

Ad Network for Detroit Area

Article excerpt

21ST CENTURY NEWSPAPERS, which recently purchased three dailies, two groups of weeklies and two buyers guides in Michigan, has formed the Greater Detroit Newspaper Network, an advertising network targeted to suburban Detroit.

Frank Shepherd, president/CEO of 21st Century, projects $25 million in billings this year from advertisers who will be able to purchase space in a group of area papers with a single buy at rates Shepherd called the lowest cost per thousand in the market for run-of-press and inserts.

The network represents three dailies Shepherd purchased in 1997: the Macomb Daily, Oakland Press and Daily Tribune of Royal Oak. Weeklies in the network include the Advisor and Source papers, the Lapeer County Press and its group and the Sanilac and Lapeer County buyers guides, its most recent acquisitions. The company says it reaches 625,000 households and 1.5 million readers on Sunday.

The cluster of papers blankets six Michigan counties, including Oakland, which Shepherd called the third richest county in America, and 170 ZIP codes, which can be bought individually or as a package. …

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