What STeals! ?Star Tribune? Launches Groupon-Like Daily Deal

By: E&P Staff

The Minneapolis Star Tribune has launched a daily deal program it expects to generate about $50,000 a month in incremental revenue.

STeals, as the program is called, follows the model introduced by Groupon. The newspaper e-mails users one deal a day from a local business. If enough people buy the coupon offered, the deal becomes valid. If it doesn’t attracted a minimum number of buyers, those who accepted the offer are not charged. Users are encouraged to recruit friends to the deal.

Jason Erdahl, the Star Tribune’s executive director of digital, told David Brauer, who reports on media on his Braublog at MinnPost.com, that the online coupons should generate $40,000 to $50,000 a month.

While some newspapers have simply partnered with Groupon to offer  the increasingly popular deal of the day programs, the Star Tribune went with Solon, Ohio-based Shoutback Concepts, which offers private label daily deal or “flash marketing” platforms exclusively for media companies.

 Shoutback is among the flash marketing programs featured in the upcoming September print issue of Editor & Publisher.

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