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    A&P to Roll Out New Billboard Racks Program in 278 Stores

    MONTVALE, N.J. -- The Great Atlantic & Pacific Tea Co. here has joined with Port St. Lucie, Fla.-based BLB Distribution, Inc. in a program to roll out BLB's Billboard Circular Racks (BCRs) in 278 A&P-owned supermarket locations.

    MONTVALE, N.J. -- The Great Atlantic & Pacific Tea Co. here has joined with Port St. Lucie, Fla.-based BLB Distribution, Inc. in a program to roll out BLB's Billboard Circular Racks (BCRs) in 278 A&P-owned supermarket locations.

    The circular racks have two 2-ft. by 4-ft. billboards attached to them, one on each side, and feature two large compartments with display windows for the supermarket to place their circulars for all the shoppers to take. A&P and BLB will share the revenue from the advertisers.

    "Our current racks are made of a durable plastic and will be created in a sandstone color for the A&P chain," BLB c.e.o. Bruce Becker told Progressive Grocer. "We will begin placing our BCRs within the next few weeks, starting with our prototype models, and eventually being replaced with our new model, designed to resemble a popcorn cart and slated to appear within the next four to six months."

    The popcorn cart model "has an additional 12-inch-by-24-inch billboard on the front above the circular compartments," said Becker, who noted that the current models feature "the largest ads in the supermarket."

    Added Becker: "We will be placing all the racks directly within the front entrance or vestibule of each supermarket, for maximum exposure to all the shoppers who enter. The shoppers must pass the BCR to enter, [and] then stop at the BCR and open the compartment door to retrieve a circular. This translates into extra viewing time and exposure for all of our advertisers."

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