The 22 newspapers of The Newspaper Target Marketing Coalition have joined forces to develop a unique website offering advertisers and advertising agencies a new source of information required for the
purchase of preprint advertising.
NTMCdata.com was created by The Newspaper Target Marketing Coalition, a group of 22 major metropolitan newspapers spanning the nation and representing most of the
largest markets in the US, including Los Angeles, Chicago, Boston, Miami, Atlanta, and Houston. The NTMC was formed three years ago to promote one of the newspaper industry's unique selling
propositions: the ability to distribute advertising messages in paper, single copy, shared delivery and solo mail programs.
Jim Dietz, president of the NTMC, said "We needed to build an information
platform that provides ad agencies, advertisers and marketers the ability to pull all the information they need from a single source. We know advertisers want and need an easier way to buy
newspapers."
The new website offers a wealth of information that advertisers need to make informed and targeted purchases of preprint advertising. Data found on the site includes total household
counts and regularly updated, newspaper home delivery and single copy circulation data down to the zip code level.
The site also gives circulation data for the newspapers' non-subscriber products
that allow advertisers to plan saturation buys across markets. Adding to the power and utility of the site is the availability of demographic data for each market, so that advertisers can obtain
counts by the criteria that matches their customers and prospects. Dietz said the web site will undergo a series of enhancements in the coming months, as visitors to the site provide NTMC feedback on
its usefulness. "We're here to help them," he said, "and any suggestions they have would be welcome."
Collectively, NTMC papers distribute preprint ads or inserts to some 32 million households
every week through newspapers and non-subscribers shared mail products delivered primarily through the US Mail.
"We have a unique service to offer our customers," said Dory Trinka, VP of NTMC and
Direct Marketing Director of The Miami Herald. "We offer an upscale audience of newspaper subscribers and the ability to reach non-subscribing households by combining multiple distribution channels.
And now we're providing easy access to the information required to place the buy."
To date, 22 newspapers from coast to coast are participating: Arizona Republic, Atlanta Journal-Constitution,
Baltimore Sun, Boston Globe, Chicago Tribune, Cincinnati Enquirer, Dallas Morning News, Ft. Lauderdale Sun-Sentinel, Fort Worth Star-Telegram, Houston Chronicle, Los Angeles Times, Miami Herald,
Milwaukee Journal-Sentinel, Minneapolis Star-Tribune, Newsday, Philadelphia Inquirer, Sacramento Bee, San Diego Union Tribune, San Jose Mercury News, Seattle Times, Washington Post, Hartford Courant.