Valassis, Stop & Shop Teaming for Common Shared Mail Package

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Valassis, Stop & Shop Teaming for Common Shared Mail Package

QUINCY, Mass. -- Valassis Sunday free-standing inserts (FSI) and Stop & Shop Supermarket Co. circulars will be delivered via the shared mail package in select markets starting in January 2008 to better cover Stop & Shop stores, the Ahold banner and the Livonia, Mich.-based marketing services company said yesterday.

Stop & Shop began distributing the circular by the shared mail package in August 2006.

According to Amy Murphy, Stop & Shop's manager of partner strategy, in a statement: "Reaching our customers is critical to our business, and the shared mail model aligns our CPG partners' promotional content with the Stop & Shop circular in a way that was not possible in the past."

"With this move, Valassis will continue to address a long-term industry concern, namely, how to offset year-over-year circulation declines of 3 percent or more for Sunday newspapers," added Tom Murray, v.p. and g.m. of Valassis' FSI business.

In addition to weekend newspaper coverage, Valassis will also employ shared mail distribution in many markets, as a way to bring current market coverage levels up to historical levels.

Ahold-owned Stop & Shop employs over 59,000 associates and operates 389 stores throughout Massachusetts, Connecticut, Rhode Island, Maine, New Hampshire, New York, and New Jersey.