Interview with Peter Vandevanter (video)

Peter Vandevanter is vice president of the target products division of MediaNews Group in the USA. For years he has developed niche publications, and his division is currently in charge of more than 200 separate publications, including free magazines, weekly newspapers, and TMCs, from which the publisher posts annual revenues in excess of $90 million.

Vandevanter says, “Publishers will have to be much more ambitious if they want to tap into the main segment of growth for print advertising: direct marketing. Our activity is growing and our publisher Dean Singleton is strongly supporting our projects to expand into direct marketing and targeted publications on the concept of “individualized” newspapers.

"The progress made in high-speed digital presses, and I am at the Expo to discuss that, will allow these new customized products to become viable though newspapers.You will see interesting tests in this area no later than next year.”

-- Interview by Valérie Arnould