Valpak Extends Online Presence with Acquisition of

Best known for its snail mailers, Valpak, a subsidiary of Cox Target Media, is increasing its online presence. This week, the company announced its acquisition of (as well as its sister site, London-based, an online source for savings, personalized deals and tips for saving money. The acquisition will add’s 5 million monthly visitors to Valpak’s existing online traffic.

More Options for Small Businesses – And Consumers

Valpak introduced cost-effective direct mail to small businesses nearly half a century ago.  Small businesses could include a coupon or special offer in a Valpak packet sent out to consumers. These days, 40 million Valpak mailers are sent out each month, and the company claims an open rate of about 85%.  Now the company may be trying to create the same innovation online (though there’s much more competition in the online deals and coupons space).

“Cox Target Media and Valpak changed cooperative direct mail over the past 44 years, and now Cox Target Media is changing the sensible shopping landscape again with this acquisition,” explained  Michael Vivio, CEO of Cox Target Media,  “We are always looking for new ways to be as relevant to consumers as possible, and ultimately help them make the most of the dollars in their wallet.”

Valpak’s online strategy started in 1996 with its digital savings site. That site now offers 40,000 local coupons as well as a proprietary e-commerce product.  Valpak also has apps for the iPhone, iPad and Android.

What Will Change

For the outsider, not much will change with this acquisition. and will continue to operate independently, but will share savings content. What it means for small business owners is the opportunity to connect with consumers through multiple coupon and discount offers, online and off, through a single channel. Valpak will continue to have offerings that fit small business budgets.

The combined efforts will also give national merchants of all sizes options in pay-for-performance advertising; this allows marketers to drive sales with lower upfront costs than they typically encounter with traditional promotional options.

This acquisition speaks to the larger trend of advertising platforms seeking ways to help small businesses connect to consumers in more targeted and driven ways.


Susan Payton Susan Payton is the Communications Manager for the Small Business Trends Awards programs. She is the President of Egg Marketing & Communications, an Internet marketing firm specializing in content marketing, social media management and press releases. She is also the Founder of How to Create a Press Release, a free resource for business owners who want to generate their own PR.

4 Reactions
  1. Smart move by Valpak getting into the online space. However, I think they’ll find the space a little more competitive than direct mail. I’ll have to keeps tabs on their progress.

  2. Hi Susan,

    I read about this last week; this looks like a smart move for Valpak.

    Valpak is a successful franchisor-with many successful franchisees who have been around for a long time.

    More of us should consider partnering with high-traffic websites and companies. It’s really hard to compete with some, (or most) of the big ones.

    The Franchise King®