Advo pioneered the concept of applying direct mail to distributing free standing inserts. Instead of relying on haphazard Sunday newspaper delivery of FSIs, Advo mailed them to some 97 million households every week. The country’s newspapers didn’t welcome the competition.
ANPA (American Newspaper Publishers Association) sought to price Advo out of existence by lobbying the Postal Rate Commission to raise rates. Advo fought back and launched an ad campaign. Result? The rates were increased, but only by a tiny percentage. The campaign ran in Ad Age and Washington, DC business, professional and public interest media. It worked. And that’s no fish tale.