Big changes coming to your newspaper
Over the past several years, large advertisers moved over the EDDM. Now if you don’t know what that is, you do, you just don’t realize it. EDDM is direct marketing offered by the post office, so all those little flyers and advertising circulars addressed to “resident” that flood your mail and end up on the floor board of your car, that is EDDM.
Often I travel to the post office, as do we all from time to time, and the garbage cans are over flowing with EDDM that some advertiser has paid good money to have distributed. It’s a waste of money in my opinion but big businesses felt that target saturation has it’s benefits and on that point we agree.
Your local newspaper is target advertising. We target all of Robertson County, or to use a nicer phrase, the two newspapers have “total market coverage.” People pay a newspaper to put it “in the mailbox.” Newspapers do not just throw out a large number of newspapers in hopes that someone will read it. We have subscribers that want their local news and the circulars inside.
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