Printer Friendly

NEWSPAPER COUPON FACE VALUE HITS $1.

A media research firm has determined that last year the average face value of a coupon in a newspaper pre-print section exceeded $1 for the first time. Marx Promotion Intelligence says that the average face value of pre-print coupons hit $1.03, compared to the previous year"s average of 95 cents.

"We are seeing more manufacturers present greater incentives to shoppers, whether on a face value or per-unit basis," said Mark Nesbitt, chief operating officer at Marx, a division of TNS Media Intelligence of New York City.

He said that by their increasing participation, marketers continue to prove that pre-prints "are a great tool to build awareness and gain trial."

New products traditionally have higher coupon face value in order to persuade consumers to give the products a try.

Marx said that in 2004 products with higher retail value than traditional food and packaged goods were given the coupon treatment.

"Coupons for electronic air fresheners, household cleaning systems, coffee makers, diabetic testing kits and other household appliances made a noticeable impact on overall values," said Marx.

The research company also said that pre-print usage was up in 2004, with total page growing 7.7 percent and total coupons being distributed gaining a similar 7.7 percent.

In other coupon news, Consumer Networks Inc. of San Diego, which has created the Boodle on-line couponing system that is employed by newspapers nationwide, said on Friday that it was launching a "spring cleaning" promotion that would include coupons from brands such as SC Johnson, Bissell and 3M.

Newspaper web site visitors will be directed to a "microsite" devoted to the spring cleaning promotion.

"Promotions like this really show the breadth of Boodle and how the service can be used to help brands interact with consumers in a meaningful way," said Terry Shirley, vice president of consumer-packaged good sales at Consumer Networks.

Papers from Gannett Co. Inc., Tribune Co., The Copley Press, Freedom Communications and Knight Ridder are all participants in the Boodle couponing system.

Taken together, these two pieces of news can be interpreted thusly: Newspapers -- whether in print or on-line -- continue to be the best way for consumer products companies to reach Americans.
COPYRIGHT 2005 The Cole Group
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2005 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:average face value of a discount coupons exceeds
Comment:NEWSPAPER COUPON FACE VALUE HITS $1.(average face value of a discount coupons exceeds)
Publication:NewsInc
Geographic Code:1USA
Date:Apr 4, 2005
Words:362
Previous Article:LORD BLACK SUFFERS 4 MARCH SETBACKS.
Next Article:BRIEFS.
Topics:


Related Articles
Tax treatment of store coupons and customer incentives.
Cashing in on coupons.
REVENUE BOOSTERS SPRING UP IN TIMES OF NEED Ad teams create new products, win over advertisers (old and new) with innovative ideas.
COUPONS EXTEND VALUE TO ON-LINE READERS PDFs make the transition to user-based printing easy for a paper in Kentucky.
Inflation-indexed debt instruments.
RALPHS PUTS LID ON COUPON DEAL DOUBLE VALUES HONORED, BUT THERE'S A LIMIT.
NEW RALPHS REWARDS NO CUSTOMER HIT SAVING: SHOPPERS WANT DOUBLE COUPONS BACK.

Terms of use | Privacy policy | Copyright © 2019 Farlex, Inc. | Feedback | For webmasters