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![]() | Gannett Tests Direct Mail for Promotion of Advertising Packages Gannett Co., Inc., an international news and information company, wanted to test the use of direct mail to promote newspaper advertising packages to small businesses. A letter was created that used digital print to vary information based on the recipient company's SIC code. The variable data included the recipient name, redemption code and a sample ad that corresponded with the targeted business. Published 2010 |