VALASSIS STARTS FSI PROGRAM WITH WIDER WAL-MART COVERAGE

LIVONIA, Mich. -- Valassis Communications, a leading producer of freestanding inserts and numerous other promotional vehicles here, has launched a specialized FSI program that provides new access to Wal-Mart Supercenter stores.

developed at the request of customers interested in targeting Wal-Mart grocery shoppers," said Alan Schultz, Valassis executive vice president of sales and marketing. "It provides manufacturers flexible targeting at an affordable price."

The Insert program is designed to provide brand marketers with a single buy of individual markets within the existing C&D County Insert market list, the company said.

They are distributed through more than 500 newspapers in small communities with key retail locations. Brand marketers can use them to reach consumers in outlying areas with a four-color coupon vehicle.

The C&D County program provides testing opportunities for national grocery brands and also increases coverage to key retailers, including Kroger, Winn-Dixie and others, the company said.