"Targeted marketing is the name of the game," said Joe Lillis, senior VP at Cox Target Media, the holding company of Cox Direct and a subsidiary of Cox Communications. Cox now has mailings keyed to age groups ranging from newborns to senior citizens.
"See Them Grow" will be sent quarterly to 750,000 families with toddlers, beginning the last week of May. Charter advertisers include Sears Portrait Studios, America Online, First USA, Gerber Life Insurance and Grolier's Dr. Seuss & His Friends books.
Market Growth Resources, Wilton, Conn., handles creative.
`DISCOVERED A NEED'
"We discovered that a need existed in the toddler category," Mr. Lillis said. "We got into `Just Delivered' [Cox's program aimed at parents of newborns] about a year ago and found out we were not alone. We were not a market leader [in mailings targeting newborns] at that time, but we saw a need."
"In this toddler category," he added, "the opportunity is that the product array begins to broaden."
"Just Delivered," "See Them Grow" and Carol Wright were designed to efficiently reach audiences of highly targeted consumers. "Just Delivered" goes monthly to the parents of 200,000 new babies.
"Cox's core product, the Carol Wright cooperative coupon mailer, has recently redefined its audience -- families with children -- and redesigned its envelope," Mr. Lillis said. Carol Wright targets families with kids ages 18 months to 18 years.
It costs an advertiser about $35 per thousand for "See Them Grow," compared with about $15 per thousand for Carol Wright, which goes to 25 million homes.
In another attempt to focus mailings further, Cox Target Media next month mails the Carol Wright product to an estimated 8 million people ages 50 to 64. Cox named the Senior Network, Stamford, Conn., as agency of record for the mature consumer audience segment last December.