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Fifteen small- and medium-sized Knight-Ridder newspapers, previously represented by Newspapers First, have chosen Landon Associates as their national representative firm. The 10 largest Knight-Ridder newspapers will continue to be represented by Newspapers First. The new partnership with Landon is expected to enable Knight-Ridder to increase its sales pressure on a more targeted and specialized basis for the middle-size and smaller markets in both national rate and non-national rate business.
A GROUP OF fifteen small-and medium-sized Knight-Ridder newspapers, previously represented by Newspapers First, have chosen Landon Associates as their national representative firm, according to an announcement from Knight-Ridder.
The 10 largest Knight-Ridder newspapers, all in the top 100 ADI markets, will continue to be represented by Newspapers First. Also, the Long Beach Press-Telegram will continue to be represented by Sawyer Ferguson Walker.
As previously announced by Jerry Tilis, Knight-Ridder's vice president of marketing, Newspapers First is repositioning itself as a primarily major metro sales organization (E&P, Oct. 8, P. 35).
The group of smaller and medium-sized Knight-Ridder papers was given the go-ahead to seek a single rep for the group, or to opt for individual representation.
In a statement announcing the change, Tilis said, "Our new partnership with Landon Associates will enable us to increase our sales pressure on a more targeted and specialized basis for the important middle-size and smaller markets in both national rate and non-national rate business
Landon edged out the Papert Companies in the final stage of presentations, said Tom Privett, vice president of marketing for the Tallahassee (Fla.) Democrat.
Privett headed a task force which guided the group of newspapers through the selection process.
"It seemed to make a lot more sense if we used one rep firm to execute our general philosophies," Privett said. "There's strength in numbers."
Privett added the group's marketing priorities "are not national rate business.
"Our major priority is to maintain regular contact with fairly large clients outside of our marketing area," Privett said.
In a statement, Owen Landon Jr., president of Landon Associates said, "Our first priority is to develop incremental revenue and through target accounts and target classification sales programs for each newspaper...."
The papers making the switch are: The Boulder, Colo. Daily Camera; Boca Raton, Fla., News; Bradenton (Fla.) Herald; Tallahassee Democrat; Columbus (Ga.) Ledger-Enquirer; Macon (Ga.) Telegraph; Milledgeville, Ga. Union-Recorder; Fort Wayne (Ind.) Newspapers Inc.; Gary, Ind., Post-Tribune; Duluth (Minn.) News-Tribune; Biloxi-Gulfport, Miss., Sun Herald; Grand Forks, (N.D.) Herald; State College, Pa., Centre Daily Times; Myrtle Beach, S.C., Sun News; Aberdeen (S.D.) American News.
Copyright Editor & Publisher Dec 31, 1994