Coupons make a comeback: redemption up 27%
Back in my college days, it only took a few Thursdays at the school paper to learn a newspaper-business lesson: Readers love coupons. Thursday was the day the UCSD Guardian had its package of deals ($1 off at Golden Spoon!), and issues flew off the racks.
But outside the world of undergrads hunting for a froyo deal, coupon use was already on the decline. Year-over-year since 1992, coupon redemption fell — until the fourth quarter of 2008, when things swung back. Both the number of coupons available and their redemption rates are now rising; from 2008 to 2009, redemption rose 27 percent.
I spoke with Matthew Tilley, director of marketing for Inmar, a company that handles the bulk of coupon processing in the U.S. He said more coupons means good news for newspapers. , overall, it’s good news for the newspaper business. “The predominant means for distribution of coupons is newspapers — and it’s growing.” Keep reading »

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