Coupons Continue to be Strong

The redemption of coupons increased 27% in 2009 and newspapers remain the primary source of distribution. Perhaps the last frontier for newspapers' success. Newspapers accounted for nearly 90% of all the coupons redeemed with free standing inserts generating 53%. Although Internet coupons increased 263%, they still remain a small percentage of over all redemption. The increase in coupons is most likely a direct result of the challenging economy and lack of disposable dollars. Let's hope, for the survival of newspapers, that this trend continues - for more coupons - not a poor economy......