L.A. Times to Spend $8 Million on DM

The Los Angeles Times, a unit of Tribune Publishing Co., expects to spend $8 million this year for a database and direct marketing program to increase newspaper circulation in Southern California.

The new DM program follows the March 28 launch of a $2.5 million general advertising campaign to promote the newspaper.

Besides direct mail and telemarketing, the Los Angeles Times plans to buy spots on 13 radio stations, in addition to using television, Internet and in-paper promotions.