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[ The Solution ]

Utilizing internal resources, Gannett created a comprehensive solution for direct marketing that it dubbed Automated Direct Marketing (ADM). ADM provides a centralized marketing process that automates the sending of retention messaging to new customers.

The system automates the production of direct mail and e-mail communications with personalized marketing messages. Printed materials are produced in-house in consolidated daily production runs to take advantage of postal and production economies. The vendor of Gannett’s company-wide e-mail system distributes the e-mail communications.