Valassis--King of Coupons

In 1986, it acquired a run-of-page (ROP) newspaper couponing business, which printed coupons directly on the newspaper page, reportedly making it the only firm capable of providing both color inserts and on-page newspaper couponing.

Then, in 1992, Valassis introduced a rural version of its already successful national FSI product, called the C&D County Insert Program, which distributes FSIs to some five million rural households at key times during the year.