Newspaper Inserting--This Time, It's Personal
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"We zone by ZIP code, but the new system will give us the capability of targeting inserts to smaller areas of the community or even at the carrier level," Riordon explains.
The Review-Journal (170,000 daily, 245,000 Sunday) processes 35 million to 38 million insert pieces per month. It has a joint operating agreement with the Las Vegas Sun—a 50,000 afternoon daily—that includes handling its circulation, distribution and packaging portions, along with the printing. It also boasts eight tabloid publications, called View, which are aimed at eight different geographic zones. Four of the tabs are printed twice a week, four weekly.
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