Coupons, Coupons and more coupons

With the R word abound, coupons are resurgent but their route to the consumer is changing. Some time back, I worked in the Directory business. Our core product was print and we were constantly battling against a rising internet tide. Instead of building boats, we were trying to build dams and continually sought ‘hooks’ to get households pick up the print edition. One of the enticements that worked particularly well was a section of printed coupons. Testimony to their success was the fact that renewal of the coupon business was near 100%. So the advertisers were getting a satisfactory return […]