The Newspaper Target Marketing Coalition, Inc. is a national trade association, located in Washington D.C., whose members are major-market newspapers that operate shared and targeted non-subscriber advertising distribution programs. Each of our members distributes a Total Market Coverage (TMC) product to newspaper non-subscribers in their market, generally through the mail. When combined with the advertising coverage of the newspaper, these advertising programs allow our advertisers to reach all parts of our markets through a variety of products such as preprinted inserts, print and deliver inserts, and coupon products.

All our members offer targeted coverage within their TMC products down to the zip code and almost all down to the postal carrier route. Most members also offer solo mailing programs that can be targeted on a household basis using demographic and psychographic data. Members also offer turn-key solo mailing programs, data-processing, and analytic services. Our members rank among the largest and most sophisticated customers of the United States Postal Service in their respective markets.

NTMC members reflect the newspaper industry as a whole. Today targeted marketing in all daily newspapers is a reality. Not only do almost all daily newspapers offer TMC programs that are capable of zoning down to zip code or below, but also (according to recent survey data from the Newspaper Association of America) on the newspaper side of the business, 84 percent of all daily newspapers can zone preprint insert advertising down to a zip code in their newspaper. In addition, 56 percent of daily newspapers can zone preprint advertising down to the carrier route in their newspaper. Some even have address specific capabilities, and others will develop that capability when market forces warrant it.

This is a long way from where the newspaper industry’s targeting abilities stood only ten years ago, and reflects the industry’s commitment to meeting the evolving needs of its customers and clients. These figures are even more impressive when one realizes that the universe of newspapers referenced in these statistics include nationally distributed daily newspapers that generally do not distribute advertising inserts.