ADVO discontinues Shopwise Valores
Direct-mail company ADVO recently discontinued its Hispanic specific product Shopwise Valores, a 128,000-circulation bimonthly co-op mailer (CPM US $40-$60) introduced in the Houston DMA in 2002. The product was marketed in conjunction with Spanish Broadcasting Corp. and was mostly aimed at local retailers. Shopwise Valores' narrow reach and small Spanish-speaking sales force could explain its demise. ADVO now offers advertisers space in Shopwise, its mass-market vehicle distributed to approximately 60 million households nationwide. The Windsor, CT, based direct mail company recently named Scott Harding as its new CEO. Harding previously worked as CEO of Newspaper Services of America, a Downers Grove, IL based newspaper ad space buyer that works mainly with large retail accounts.
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