Sunday Select matches national retailers with shoppers who request their advertising information. Sunday Select delivers pre-printed advertising to non-subscribers in targeted ZIP codes most valued by advertisers. The inserts are wrapped in a broadsheet editorial package called "Yes! Your Essential Shopper" and delivered only to those households that sign up for it.
The Sunday Select program will debut in four McClatchy markets on Nov. 15 - Sacramento, Kansas City, Tacoma, Wash., and Columbia, S.C. The program will expand to the five additional McClatchy markets on Feb. 28, 2010.
"We're working extremely hard to deliver the best markets in the country - and the most motivated shoppers living in those markets - to our national customers," said Steve Bernard, McClatchy VP, advertising.
"Sunday Select presents a tremendous opportunity for our advertisers and we're very happy to expand its reach to some wonderful communities."
Sunday Select was developed by the Gannett Co., Inc., in 2007 and introduced to several Gannett markets over the past two years. In addition to McClatchy, two other newspaper companies - MediaNews Group and Tribune Co. - will also launch the Sunday Select program in some of their markets over the next six months.
A key component of the program is that consumers "opt-in" and request the product, which distinguishes it from direct mail and other free products delivered by newspapers within their markets.
The program targets households that have not subscribed to a McClatchy newspaper within the past year so as not to compete or overlap with subscribers, who also receive much of the same pre-printed advertising in their newspapers.
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