The Dallas Morning News will start its advertising inserts with Valassis' RedPlum Direct Mail Package in August in a single shared offering that will reach 1.5 million households weekly in the Dallas-Fort Worth area. Alejandro Sanchez, publisher of Al Dia Dallas, tells Portada that The Morning News sister paper Al Dia Dallas will also carry RedPlum.
Al Dia subscribers will receive the merged RedPlum package on top of the Wednesday newspaper, "ensuring high visibility for the advertising offers," the paper and direct mailer said. Direct mail customers will receive a co-branded RedPlum package in their mailboxes on Tuesday or Wednesday.
Valassis has entered into similar partnerships with 31 newspapers across the nation, including in cities like Chicago and Boston, reaching some 8 million households.
Earlier this year, Al Dia refined its strategy to publish twice a week: Wednesdays (100,000 circ.) and Saturdays (120,000).
Last year Valassis-RedPlum announced that it was working and redesigning its Hispanic program.