Sunday Select gives advertisers a new way to reach subscribers, as readers can opt-in to receive the advertising package of national and local pre-print advertising, wrapped in an “editorial product,” called Yes! Your Essential Shopper, Gannett stated in a news release.

“What sets this program apart from other targeted delivery methods is the opt-in process,” said Leslie Giallombardo, vice president/advertising for Gannett’s Newspaper Division. “In our early research and development efforts, we discovered a group of consumers who are intensely interested in shopping information, whether or not they read the Sunday newspaper. These consumers who agree to receive this package at home on Sunday are highly engaged – cutting coupons and researching sales at their favourite retailers, resulting in store visits. The distribution is targeted to select zip codes that are highly desired by our advertisers on a distribution day that is important to their businesses. This program clearly answers our advertisers’ needs to reach this buying audience.”

The opt-in concept tested favourably with 1,800 consumers in focus groups in Des Moines, Iowa and in Indianapolis, Gannett stated.