Valassis Opts to Attack Consumer Markets

-- Graphic Arts Online, 1/4/2008 9:02:00 AM

Valassis launched a new consumer direct mail coupon product, with a Web component, named RedPlum. The offering will rely primarily on Valassis' own advertising vehicles ranging from free- standing inserts, polybags, direct mail and will included a Web portal, redplum.com. The move puts the company in competition with ValPak.com, CoolSavings.com and coupon.com.

"The launch of the RedPlum brand is a natural next step for Valassis following its acquisition earlier this year of Advo, the nation's largest direct mail media company,” says Suzie Brown, Valassis CMO. “The combination of the two companies created a media services powerhouse that now gives advertisers the ability to optimize their reach to consumers, providing values with multiple methods of delivery."

She says the RedPlum portfolio which will reach 90% of all U.S. households, over 100 million consumers per week.

Valassis will promote its RedPlum brand via its traditional printed circulars to direct people to the Web site. The idea is to lure shoppers online with the promise of coupons, then keep them on the site with other content, such as Consumer Reports-style product reviews and a searchable database of recipes, a la Epicurious.com.

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