Valassis Broadens FSI Program Through the Mail

By: E&P Staff Valassis is expanding its footprint by delivering its RedPlum free-standing insert package through the mail in select markets.

"We are laying the foundation for what we believe will be a new business model in the FSI industry," Alan F. Schultz, Valassis chairman, president and CEO, said in a statement. "We are working toward differentiating our FSI with Shared Mail distribution as we believe it offers a viable alternative to declining newspaper circulations.

"Through the mail, the RedPlum insert will now be able to reach significantly more households in each of the markets where the shift has occurred."

The strategy, Valassis said in an announcement, is to deliver more consumer packaged goods manufacturer coupons with circulars for free in a market "than was previously delivered with the newspaper alone."

The company said that it still delivering its RedPlum coupon booklet through newspapers. Newspapers represent 90% of its FSI distribution.

Meanwhile, the Newspaper Association of America is warning the industry that a spring postal rate hike will disadvantage newspapers and favor direct mailers.