Coupon Publishing Giants to Cross-publish Digital Coupons

Media and marketing services company Valassis and News America Marketing, a division of News Corporation, a provider of coupons, consumer promotions and advertising services, formed a cross-publishing deal to expand the digital offers on Valassis’ redplum.com and News America Marketing’s SmartSource.com coupon and savings websites.

“This is a relationship that will result in a significant increase in the number of coupons available to shoppers on both sites,” said John Lieblang, President, Livonia, Mich.-based Valassis Digital Media. “We are focused on delivering the greatest value possible on the brands consumers want most, which has led to agreements such as this one that puts more deals in shoppers’ hands.”

According to the BIGResearch/Valassis eCoupon Survey (November 2010), nearly 60 percent of consumers are seeking coupons online each month.

“We are giving consumers the opportunity to save both time and money, through the cross-publication of SmartSource.com’s and redplum.com’s coupon content,” said Henri Lellouche, SVP, New York-based SmartSource iGroup. “It’s a decision that makes good business sense, while also helping the American shopper at a time when household budgets continue to be tighter than ever.”

This agreement marks the first time that Valassis and News America Marketing have worked together to maximize the digital savings offers available to consumers.

The Valassis RedPlum media portfolio delivers value on a weekly basis to over 100 million shoppers across a multi-media platform – in-home, in-store, and mobile.

News America Marketing’s SmartSource consists of the free-standing insert, known as SmartSource Magazine, various in-store marketing products, merchandising services, database marketing tools and online promotions. These products and services allow marketers to deliver a brand message millions of consumers each month via a network of 1,600+ newspapers and over 55,000 supermarket, drug, office, mass merchandisers and dollar-store locations across the country, including Kroger, Safeway, Publix, CVS, Rite Aid, Walgreens, Staples, Family Dollar and Dollar General.