In a new twist on newspaper loyalty marketing, the Post today introduces a program enabling readers both online and in print to accumulate PostPoints that can be redeemed for merchandise later.

What's more, you don't have to be a subscriber to collect points--giving the newspaper company a way to learn more about consumers in its market, particularly those who read online only. Points will also be rewarded for contributing to the Web site, although the precise details on that have yet to be determined, says Steve Hills, president of the Washington Post Co.

Candy Lee, who ran the Mileage Plus program for United Airlines, is the president of Loyalty Services directing the new initiative.

The company says its program differs from the many loyalty-building gimmicks out there in two key ways. First, it does not require credit card information to track purchases. And second, it steps beyond shopping into community involvement: People can also earn PostPoints through community service work, such as participating in charity runs or by giving blood. More than 60 businesses with more than 1,000 locations signed on, Hills says. Retail participants must be Post advertisers and companies had to be turned away for the launch.

"The main purpose is to reward readers of the Post's content," says Hills. "It's primarily a retention tool, and an acquisition tool."

When subscribers enroll, they get to specify their interests, and can get e-mailed content aimed directly at them, "maybe tips from the home editor, for example," he says. Other perks include free tickets to screenings, discounts at some retailers, and advance previews of some columns. Members will be able to redeem PostPoints for hundreds of items, including gift certificates and travel.

Hills acknowledges that consumers are likely to be wary of yet another doodad on their keychain. "So many reward programs are much more limited--you can only use one credit card, or you can only use it at one chain of stores. The beauty of our card is that you don't have to make a choice." Let's say, for example, that a PostPoints member is shopping at CVS, which has signed up with the PostPoints program, but also offers its own rewards for frequent shoppers. "You can use both the CVS card and the PostPoints card at checkout," Hills says. "You can even pay for it with whatever credit card you're accumulating points on--it's possible to triple-dip."

Some experts are skeptical. "In theory, these programs are a great idea, in terms of mining information about your customer," says Frank Dell, president of Dellmart & Co., a management consultant in Stamford, Conn. "But often they become nothing more than multi-tiered pricing. The power of these programs is not just giving rewards, but learning who your customers are, so you can adjust your merchandising and marketing to better serve them."

To coincide with last Friday's launch of PostPoints, the Washington Post is re-introducing the tagline: "If you don't get it, you don't get it." The new ad campaign will consist of TV, radio and print spots beginning Saturday in the greater D.C. area.

The Post also launched a new home page design with more video emphasis for Washingtonpost.com on Thursday, although Hills claimed the two events are unrelated. Included was the launch of "Smart Living," a new section containing recipes and other content aimed at the over-scheduled, over-worked, time-starved consumer (just the type who might lack the time to count points.)

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