Home' Local Media Today : February 2010 Contents An Official Publication of
Suburban Newspapers of America
Suburban Publisher is published by SNA, the only
non-profit trade association in North America that
specifically represents the needs and interests of
suburban and community newspapers.
Mission: SNA supports the community
newspaper industry and related local online
media through leadership, education,
innovation, promotion, research and the
advancement of high standards.
116 Cass Street Traverse City, MI 49684
SNA OFFICERS & DIRECTORS
Chair of the Board
Metroland Media Group Ltd
First Vice Chairman
Arizona Daily Star
Second Vice Chairman
Jon K. Rust
Holden Landmark Corporation
American Community Newspapers LLC
Immediate Past Chairman
Stephen W. Parker
Recorder Community Newspapers
Review Publishing Ltd Par tnership
East Bay Newspapers
Sound Publishing Inc.
Community Newspaper Holdings Inc .
Sun Times Media Group
843-390 -1531; email@example.com
Vice President of Operations
SNA Foundation Executive Director
Classifed Avenue Director of Sales
Advertising & Membership Relations Director
Information Technology Director
Suburban Publisher Editor
e-mail to firstname.lastname@example.org
Operations Manager, Bonnie Pitozzi
Accounting & Finance Director, Janice Norman
Membership Manager, Valerie Donn
Database Marketing Director, Clara Cherry
Communications Director, Tonya Ratajczak
Admin Asst Classified Avenue, Beth Leman
Suburban Publisher is printed courtesy of A.F.L .
Web Printing,Voorhees and Secaucus, N.J ., one of
the nation’s leading printers of daily, community
and specialty newspapers
1. SNA members in attendance at the
Fall Conference in Kansas City met you
last year when you participated in the
Interactive Game Changers panel.
Among other things, we learned that you
are one of the original creators of
RedPlum. What exactly is RedPlum?
RedPlum is Valassis’s consumer brand—
it’s the brand that helps busy families live
the value lifestyle, in their mail, newspa-
per and online. Redplum.com is the sav-
ings lifestyle site we’ve founded to give
consumers the online tools to live that
life—including printable coupons, down-
loadable coupons, coupon codes and
value-centric articles and tips.
2. Free Standing Inserts have long been
a staple in every coupon clipper’s arse-
nal. How is the digital evolution impact-
ing traditional FSI’s?
Print coupons are going strong. We don’t
look at the digital evolution as a replace-
ment for clipping traditional coupons, but
rather an additional vehicle for savings.
We call it the “clips and clicks” method
3. What trends are you seeing in digital
couponing? FSI couponing?
The economic downturn has expanded
not just the demographics of consumers
looking for coupons, but also the types of
print and online printable coupons they
are looking for. We are seeing upscale
brands, that might not have used coupons
as liberally. see that their consumers have
become very savings-focused.
Whether it’s an organic product, an eco-
friendly brand, every item needs to have
a savings component right now.
4. What does the future of
couponing look like?
Anonymity in couponing is the final
death knell for anyone considering
themselves “not a coupon person.”
We’re seeing that manifest itself now
in the use of online coupon codes that
you’re able to redeem without anyone
knowing you’ve used a coupon, and the
same is true with digital coupons saved to
loyalty cards. At the same time you’ve
got a renewed feeling that coupons are
cool, the thing to be doing. But whether
you’re proud to slide your coupon over,
or prefer a more private saving experi-
ence, the future is providing coupons that
can be redeemed wherever you are, with
whatever tools you have on-hand—your
mobile phone, your loyalty card, etc.
5. Who is printing digital coupons? Do
these consumers differ from FSI coupon
Online printables are used both in concert
with FSI coupons and on their own. For
long-time coupon clippers they’re an
addition to the routine, an extra way to
save. But for a whole generation of net
lovers they’re an introduction to the value
coupons can bring.
6. How is the ‘pay per print’ program,
in concert with SNA’s zip2save.com and
partnership with Valassis, working so
So far it’s a good solution for us. We are
seeing a steady increase in the number of
printed coupons and expect this to accel-
erate further in 2010.
7. What role do suburban and
community newspapers play in your
marketing plans now?
Suburban and community newspapers are
part of the fabric of local lives; they’re
the place consumers look for tools to live
a better life. So they’re a huge part of
delivering our value lifestyle message and
8. In the future?
As the online communities for local
newspapers grow, the online collabora-
tion between RedPlum and community
and suburban newspapers will continue to
evolve and become increasingly impor-
9. If you were sitting in an ad director’s
chair at the local newspaper, what kinds
of strategies would you be thinking
about relative to consumer product
More, more, more would be my mantra.
Consumers are incredibly savings
focused and even as the economy
rebounds that’s unlikely to change. So I
would be thinking about offering print,
online and digital coupons in all of my
campaigns, and across all categories!
Magnus Eliasson is reached at elias-
email@example.com, 781-221 -5328
Director, Business Development,
Valassis Digital Media.
FSI’s & Digital Couponing
LocalPoint Media partnered with Valassis in mid-2009 to bring a revenue generating, digital coupon option to suburban
and community newspaper websites. Participating newspapers put a coupon tab on their navigational bar and point
users/readers to this money saving tool. Newspapers earn revenue on a pay per print basis. They also earn revenue via
local sales to complement the national RedPlum coupons. For further details, contact SNA’s Tanya Henderson at
firstname.lastname@example.org or 888-486-2466.
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