Custom Publishing with a Direct Mail Approach
Nuestra Gente (Sears) and Comida y Familia (Kraft), two custom publications represented by Santa Barbara (CA) based Independent Publishers Representatives, use a direct mail approach for their distribution. Sears and Kraft frequently use bind-ins in these publications with coupons and/or brand advertising. Additionally, the publications accept third-party advertising. Nuestra Gente (circ. 865,000) and Comida y Familia (circ. 850,000) are delivered to Hispanic households in polybags via USPS. The polybag allows third-party companies to do ride-alongs. AOL Latino started delivering a CD with Nuestra Gente in 2001. The open rate for ride-alongs is US $175 per thousand, which includes production and distribution (turn-key solution).
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