Vertis Wins Full Inserts and Logisitics Business for McLiney Lumber

BALTIMORE—Jan. 27, 2011—Vertis Communications has been selected by McLiney Lumber as the exclusive provider of its advertising catalogs and direct marketing programs. The contract was awarded to Vertis after McLiney Lumber successfully tested several unique marketing programs, including a customer engaging fall insert that incorporated Vertis ADhesives Notes.

As part of the new agreement, Vertis will support McLiney Lumber’s marketing strategy to attract new and retain current customers through highly targeted catalogs by identifying the right audiences through specialty list acquisition and geo-targeting around each store location.

As a growing home improvement and garden center with Sutherlands stores in Texas, Missouri and Louisiana, McLiney Lumber has relied on Vertis’ proven retail industry expertise and operational excellence to maintain its brand image, drive marketing ROI and create a point of differentiation for itself among competitors.

One strategy implemented by Vertis to help achieve these goals was the creation of a November 2010 advertising catalog campaign leveraging proprietary Vertis ADhesives—“sticky” notes that catch the eye of the readers and drive customer engagement. According to studies comparing Vertis ADhesive inserts to traditional formats, 78 percent of readers chose to read the ADhesive design first, and they spend 57 percent more time reading it—results that factored in to the win of McLiney Lumber’s exclusive inserts business.

“We understand that we have only a few seconds to capture consumers’ attention so our catalogs are designed to be compelling and of the highest quality,” said Larry Goff, advertising for McLiney Lumber. “Vertis Communications has demonstrated impeccable production standards and their unique ADhesives Notes help ensure our marketing messages stand out for our customers. They have proven to us that they will be a strong partner as we grow our business and that’s the reason we formalized our partnership with our contract.”

About Vertis Communications

Vertis Communications is a results-driven marketing communications company that delivers inventive advertising, direct marketing and interactive solutions to prominent brands across North America. Our deep industry knowledge and extensive range of offerings—including integrated data solutions, digital program management systems, creative services, world-class print and mail production, logistics, out-of-home and business process outsourcing—are used to deliver superior program performance that drives bottom line results for our clients. With 100 strategically positioned locations and more than 5,000 dedicated professionals, we deliver impeccable quality and fast turn-around to any market. For more information, visit

Source: Company press release.

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