Profile

Daily Press is a Chicago Tribune-owned newspaper that covers news, sports and lifestyles in the Newport News, Virginia, area.

Situation

Through phone sales and direct mail, the Daily News contacts people who are new to the community and offers subscriptions. The paper requires lists of leads, including phone numbers, of new residents.

Solution

Daily Press purchases approximately 2,000 new mover profiles from infoUSA twice a month. The New Movers database is updated weekly, with approximately 1.7 million profiles added to the database each month. Sixty percent of the New Movers profiles include phone numbers. With these profiles, Daily Press sales representatives phone the new movers. If they are unable to reach the consumer by phone, direct mail with special promotional offers is sent.

To analyze the accuracy and effectiveness of information used in these marketing campaigns,

David Messick, manager of acquisition and retention, tested an infoUSA “New Movers” file against those of his other vendors. He found that infoUSA’s list contains substantially more leads. He plans to cut back on all other sources of new mover information, including the county courthouse and utility companies (which are very labor-intensive methods), and eventually use infoUSA’s lists exclusively.

Results

Messick is so pleased with the accuracy and amount of information, he told other members of the Tribune group about the quality of infoUSA’s lists. This resulted in some of the larger newspapers, including Newsday and the Baltimore Sun, purchasing list subscriptions from infoUSA.