A redeeming opportunity for local coupon providers

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Money Mailer looks to the Web for wider exposure

Local coupon veteran Money Mailer is hoping consumers who are used to getting its envelopes in the mail will start clipping coupons on the World Wide Web.

In one of the largest online couponing efforts yet, Money Mailer, Garden Grove, Calif., this month introduces H.O.T. Coupons, a site featuring its entire database of millions of coupons for local, regional and national consumer products and services.

DOWNLOAD AND PRINT

Web surfers can download and print out coupons good for discounts at McDonald's, Taco Bell and Burger King, as well as various local businesses.

Not to be left out of the fray, Money Mailer's chief competitor, Val-Pak Direct Marketing Systems, St. Petersburg, Fla., last week launched a test of online coupon distribution in the Richmond, Va., area.

Money Mailer hopes to give its clients more exposure and increase usage of their coupons.

"It's an added value for our clients, who use coupons mainly to drive traffic and spur consumers into action by offering $2 off on Whoppers or 25% off on dry cleaning," said Kris Friedrich, 42, president-CEO of Money Mailer, which distributes paper coupons to 110 million U.S. households weekly.

FREE TO CLIENTS

The service is available free to Money Mailer's clients, although marketers can offer electronic coupons only for about $300 to $500 monthly, Mr. Friedrich said.

Despite some industry concerns about online coupon fraud, Mr. Friedrich said Money Mailer's clients want to distribute their coupons to as many people as possible, and H.O.T. Coupons enhances that effort.

Money Mailer this month begins publicizing its Web site on each coupon and envelope it mails. It will also run ads in April issues of Wired, NetGuide and Online Access, among others.

Copyright March 1996 Crain Communications Inc.

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