Rouses and Winn-Dixie, the two largest grocery store chains in metro New Orleans, are shifting much of their weekly circular advertising to The New Orleans Advocate.
Over the next month, the circulars from Rouses and Winn-Dixie will move from the free community Picayunes delivered to non-subscribers to new publications being launched by The New Orleans Advocate, which will be distributed to homes that do not subscribe to the daily newspaper.
Rouses will continue to advertise in the paid versions of both newspapers, says Tim Acosta, Rouses marketing director.
“This is a momentous step in The Advocate becoming the dominant newspaper in New Orleans,” said Dan Shea, The Advocate’s president and chief operating officer. “We are grateful to Rouses and Winn-Dixie for supporting New Orleans’ only seven-day, home-delivered paper and for recognizing that The Advocate is the best way to reach their customers.”
Donny Rouse, managing partner for Rouses Markets, which has 19 grocery stores in metro New Orleans, said the shift fits with the Thibodaux-based company’s philosophy.
“The Advocate is a Louisiana-owned company and so are we,” Rouse said. “We do our best to support Louisiana-owned companies.”
Karena Niblett, New Orleans region vice president for Winn-Dixie, which has 26 locations in the metro area, said the grocery chain is “very excited to join forces with The Advocate.”
“We have deep roots in south Louisiana and have proudly served this community for nearly 60 years,” Niblett said. “We’re confident that The Advocate will be another great vehicle to reach locals in the area.”
Rouses and Winn-Dixie join other grocers who have shifted business to The New Orleans Advocate, including Robert Fresh Market, Lakeview Grocery, Zuppardos and Budget Saver.
The Advocate will launch four free, weekly publications that will be distributed across the New Orleans metro area by Wednesday. The Crescent City Advocate, The West Bank Advocate, The East Jefferson Advocate and The St. Tammany Advocate will be delivered to nonsubscribing households. Another new publication, The Weekend Advocate, will be delivered to nonsubscribing households over the weekend. The publications will ensure that advertisers can reach the complete metro-area audience.
Shea said the free newspapers will be delivered in a distinctive red bag. The new publications will help put back to work scores of newspaper carriers who lost their jobs when The Times-Picayune dropped daily home delivery in October 2012.
“Everyone in the company from (Publisher and CEO) John Georges, to the ad sales team, to the newsroom, to the production facility and the circulation department is involved in this effort,” Shea said. “The Advocate team believes that New Orleans deserves a seven-day paper.”
Note: This story has been changed from an earlier version to reflect that Rouses will continue to distribute their circulars in the paid version of The Times-Picayune.