Valpak partners with Savings.com

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Coupon companies Valpak Direct Marketing Systems and Savings.com have partnered to provide more than 20,000 online coupons from national brands and retailers on Valpak.com, both companies said Nov. 21. The partnership aggregates coupons from retailers such as Macy's, The Home Depot and Best Buy, among others.

The partnership enables local coupon provider Valpak to “widen the kinds of content” it provides to consumers by leveraging Savings.com's national retail content, said Michael Vivio, president of Valpak and parent company Cox Target Media.

For Savings.com, the partnership with Valpak provides a wider audience base. Valpak syndicates content across roughly 150 sites, in addition to Savings.com, which serves content on roughly 100 syndicates.

“Our focus is to give consumers the best deals we can,” said Loren Bendele, CEO of Savings.com. “We want to get our deals in front of as many people as possible.”

Bendele said Savings.com's partnership with the 43-year-old print coupon company won't necessarily mean his company is moving into print content.

“We're currently focused online, TBD what we do in the future," he said. "[Print is] not totally out of the realm of possibility.”

Gregory Kim, head of marketing, strategy and monetization at Savings.com, recently told Direct Marketing News that he believed digital deals would soon dull print coupons.

Valpak has recently launched several digital initiatives, including a location-based digital coupon service with mobile application developer metaio GmbH and a partnership with three TV networks for outside-the-envelope quick response code promotions that will run in Valpak mailings.

The partnership is ongoing. Both companies will share in the revenue driven by their affiliation. Terms of the deal were not disclosed.

The joint venture officially launched Nov. 18.

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