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By Published on .

News America Publishing is taking advantage of synergies between two of its properties by including free-standing inserts in TV Guide.

The new FSI section appeared for the first time in the Nov. 2-8 issue on newsstands last week, with eight pages from marketers including Frito-Lay, Borden and Warner-Lambert Co.


The national section is currently monthly but is expected to go to every-other-week distribution sometime next year, said Dominick Porco, president of News America FSI.

The company tried FSIs in the publication in 1989, but discontinued them because of internal conflicts between TV Guide executives and those at the sister FSI division. Under the corporate structure for the new FSI section, Mr. Porco reports to Paul Carlucci, CEO of News America Publishing.

Mr. Porco said the TV Guide sections complement rather than compete with the company's FSI operation in 600 newspapers nationally.


"[The newspapers] have 60 million circulation, the other [TV Guide] has 13 million," he said.

News America is offering frequency deals in TV Guide as well as package deals with its in-store coupons and newspaper inserts.

"It's critical that we keep our snacks visible, and TV Guide is a great way to do that because of its high readership," said a spokeswoman for Frito-Lay, which is advertising its Reduced-Fat Doritos in TV Guide's first coupon issue.

The next FSI section will appear Dec. 7.

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