Gruner + Jahr USA is testing ride-alongs in Parents and Family Circle magazines.
In April, the company placed inserts in 200,000 Parents subscriber copies. The count will expand to 250,000 in September and 500,000 next January, says Jeff Holland, vice president for new media development at Singer Direct in Scarsdale, NY, which is managing the programs. Parents’ ride-along is slated to run three times a year.
Family Circle’s test will begin in September to 250,000 subs. This effort will go out twice annually.
Parents’ test has 18 advertisers, among them book clubs, credit card marketers and mailing-label printers. Coupons for products like suntan lotion and some over-the-counter medicines are included as well.
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