Washington Post Launches Free Rewards Program

WASHINGTON - The Washington Post has a brand-new rewards program designed to strengthen The Post’s long-standing relationship with readers and advertisers. PostPoints is offering an innovative twist on the reward-program concept: both subscribers and single-copy buyers can earn PostPoints by interacting online and off with The Post and its other publications, as well as through advertiser opportunities and by volunteering with designated non-profits. Subscribers also can earn points by shopping at businesses that they visit all the time, including retailers, grocery stores, drugstores, theaters and many others. PostPoints can be redeemed for everything from a free pizza to a golfing party in Ireland. At launch time, more than 60 businesses with over a thousand locations have signed on as partners in the PostPoints program.

“PostPoints represents a material investment in our readers and our advertisers,” said Steve Hills, President and General Manager of The Washington Post. “The Post has long been the primary connecting force for the Washington region, and PostPoints is an innovative way to increase the power of this connection. We’re very excited about the potential of this program to enhance our longstanding role as the primary marketplace for Washington area businesses, consumers and community.”

“One of the points of difference with the PostPoints Program is the option to earn points for community service,” Kevin Schulman, consultant partner of Prime Group, a research-based marketing firm who interviewed consumers to ascertain reactions to the program. “The program truly has the potential to strengthen consumers’ connection to the community and to reinforce the value of the newspaper to readers in new, rewarding ways.”

Advertisers see a big gain, according to Gordon Howard of CVS/pharmacy, one of the first advertisers to sign on as a PostPoints partner. “The innovation is in the structural difference of how this approach relates to customers and advertisers. It’s a new dialogue based on community ties and trust,” said Howard, Area Vice President of CVS/pharmacy, which has more than 300 stores in the D.C. area.