La Opinión launched a new advertising, couponing and sampling initiative with Papel Media Network. Papel Media Network will insert their coupons in La Opinión for 43 weeks throughout 2002. The full-run insertion will alternate between Mondays and Thursdays.
"Everyone wins overall," said John Trainor, CEO of Papel Media Network. "The consumer wins because they receive coupons and samples that benefit them. La Opinión wins because readers who come to expect coupons and samples will see the value of subscribing to the newspaper, which in turn drives up circulation. In addition, we provide La Opinión with new marketers, and advertisers win because we tap them into a market with growing dominance."