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Coupon distributor determines print not so fine; Valassis opts for direct mail over Los Angeles Times inserts.

Publication: Los Angeles Business Journal
Publication Date: 14-SEP-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Coupon distributor determines print not so fine; Valassis opts for direct mail over Los Angeles Times inserts.(ADVERTISING)(Valassis Communications Inc.)

Article Excerpt
When the largest coupon company in the world cut back on its deliveries in the Los Angeles Times, it was another reflection of advertisers' waning confidence in the ability of major dally newspapers to get their message to the masses.

Valassis Communications Inc. in Livonia, Mich., announced in August that instead of distributing its insert, called RedPlum, with the Times on weekdays, it will be mailed to Times subscribers. (RedPlum coupons will still be delivered in the Sunday edition of the Times.)

However, the RedPlum coupons will continue to appear in the smaller suburban papers owned by Los Angeles Newspaper Group, both dally...

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