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Extend the Reach of Newspaper Inserts

Read by 1.4 million adults in print and online every week, the Star Tribune is Minnesota's #1 local source for news, information and community events. Its value proposition for advertisers is to provide a better environment for marketing materials, wrap their ads in content people care about, and deliver it all in a very cost-competitive way.

Challenge

Like every major metro newspaper, the Star Tribune’s paid circulation is under pressure. As more news consumption has migrated to other sources, publishers must preserve all important ad revenue by providing advertisers with outlets to reach consumers with their weekly circulars. Advertisers are looking to achieve unduplicated household saturation in the trade areas they serve with inserts arriving in the consumers’ hands at the right time.

The Star Tribune reaches nearly 900,000 readers through subscriptions and special editions, but there are still several hundred thousand nonsubscriber households. The challenge for Star Tribune was to create a vehicle that cost-effectively delivered advertising materials to these specific households and trade areas.


Our solution delivered the new audience needed to fill their stores and meet their sales goals.

Solution

Utilizing data provided by the newspaper, we developed a weekly production matrix designed to bring specific advertising content to consumers based on ZIP code designation.

We printed 33% to 50% of the weekly inserts and 100% of the jackets that wrapped around them. With current production trends showing an average of 3.6 million ad inserts going into a circulation of 500,000 individual jackets – an average of seven pieces per jacket – a typical four-to-five day turn every Saturday requires flawless timing, execution and accuracy.

Results

Our solution delivered the audience advertisers needed to fill their stores and meet their sales goals. It also provides advertisers a way to promote their brand and weekly promotions directly to the households in their trade areas, which reduces waste and unnecessary spend. And perhaps most important, Star Tribune is pleased because their advertisers are happy.

Leveraging your data, Quad helps newspaper advertisers increase advertising revenue and achieve market saturation by delivering content to targeted nonsubscriber households.

Dale Anderson Sales Representative, Quad/Graphics