ILM:10: Valpak Focuses on Digital Extension

Cox Target Media’s Valpak business is “better than ever, with free cash flow better than it has ever been,” according to COO Jim Sampey, who was keynoting the Deal-a-Day SuperForum at ILM:10 in Santa Clara. But the company, which puts out The Blue Envelope of local coupons in 70 metro areas and has 800 sales reps, has been trying to figure out how to extend the print business — and the Valpak brand — into digital.

Specifically, the company has been looking at online coupons, a Facebook coupon app, scannable QR codes, video ads, loyalty programs, LBS push messaging and daily deal offers.

Sampey acknowledged that Valpak.com, as an online flagship for the company, has been “part of the get rich slow” train. But the company is currently revamping the entire portal to focus on its traditional strengths, such as neighborhood zoning. The key is to provide advertisers with services throughout the month.

“We’re rounding out our offering to our SMB folks,” said Sampey. “ It has to be better than just activating a deals coupon and then being “dry for the next 28 days of the month.”