Valassis--King of Coupons

Second, as a marketing services company, Valassis commands 50 percent of the $1.9 billion FSI market. Valassis is the coupon guru, the originator of the free-standing insert—that 32- to 34-page, four-color coupon booklet, which has become a modern day, money-saving device.

In 1972, Valassis Founder George F. Valassis modernized—and nationalized—the coupon business by creating this unique product known as the free-standing insert. For the first time, coupon advertisers were offered a professional coupon program that had guaranteed publishing dates and market distribution (weekly distribution nationwide via Sunday newspapers). Also, because of the cooperative nature of the insert, it was now affordable for advertisers to run a national coupon program.