Valassis--King of Coupons

But why, especially in today's highly competitive environment, would only two companies be vying for a slice of the nearly $2 billion FSI pie? "The practice in this [FSI] business is to enhance the advertising messages of our customers by excluding their competition," explains Anderson. "As a result, no two competitive products will appear within the same version of any free-standing insert booklet. With many competitive brands in our customer base (e.g.: toothpaste, coffee, cereal, etc.) this, then, dictates that more than one company be in the business.