Largest Coupon Publishers Link Up

Livonia-based coupon marketer Valassis Communications Inc. (NYSE: VCI) agreed to partner with the News America Marketing unit of New York City-based News Corp. (Nasdaq: NWS), combining efforts after years of lawsuits between the two coupon firms.

The deal will allow Valassis’ Web site and coupon inserts to cross-publish content with News America Marketing’s equivalent.

“This is a unique relationship that will result in a significant increase in the number of coupons available to shoppers on both sites,” said John Lieblang, president of Valassis Digital Media. “We are focused on delivering the greatest value possible on the brands consumers want most, which has led to agreements such as this one that puts more deals in shoppers’ hands.”

Valassis has about 7,000 employees in 28 states and eight countries, and includes Valassis Direct Mail Inc., Valassis Canada, Promotion Watch, Valassis Relationship Marketing Systems LLC and NCH Marketing Services Inc.  For more information, visit, and

News America Marketing’s portfolio of consumer marketing programs includes in-store media, home-delivered media,, trade marketing, database marketing and merchandising services.

In early 2010, News Corp. settled a federal lawsuit filed by Valassis for $500 million. The suit claimed News America violated federal antitrust law by using its dominance in in-store advertising to coerce consumer packaged goods companies into buying coupons in News America booklets.


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