Inserts will make Glenwood Springs Post Independent heavier this week | PostIndependent.com

Inserts will make Glenwood Springs Post Independent heavier this week

Heidi Rice
hrice@postindependent.com
Glenwood Springs, CO Colorado

GLENWOOD SPRINGS, Colorado ” It’s not the old-fashioned, heavy Sears catalog, but it might almost feel that way when you receive your Glenwood Springs Post Independent this week.

The Post Independent will have an exceptionally large number of advertising inserts this week all the way through Sunday, which will add considerably to the weight of the newspaper.

“This is not unusual coming into the holiday season, but we are seeing an explosion in advertisements,” said Bob Lombardi, director of circulation for the western region of Colorado Mountain News Media, which is owned by Swift Communications.

In the western region alone, from Aspen to Grand Junction, there are more than 600,000 pieces of advertisements that will be distributed throughout the company’s different publications.

“One of the largest ” if not the largest ” is the 16 inserts going into the (Post Independent) alone for a total of 140,000 (advertising) pieces,” Lombardi said.

Lombardi speculated that advertisers may be looking at marketing to consumers early on in the holiday season to compensate for the nation’s currently weak economy.

“This might be consistent with the economic news we are reading,” Lombardi said. “(Advertisers) are coming out of the gates strong and trying to capture things early.”

The hope is that the early advertising will create a strong start to the buying season with earlier sales and discounts.

And while consumers may have more discounts to choose from, what about the newspaper carriers who have to deliver the larger, and heavier, papers?

“We’ve warned them,” Lombardi said. “Our carriers are experienced and they’re good. But this is really on another level.”


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