Valpak Touts New Offers, Partners

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Consumers may think twice before tossing the ubiquitous blue envelopes that flood theirmailboxes.

Valpak, arguably the most familiar piece of direct mail, has undergone its first serious redesign in 15 years.

The St. Petersburg, Fla., subsidiary of Cox Target Media has been targeting shoppers since 1968 with coupons and contest promotions.

Valpak has retained its powder blue mailer and glassine address window, but has added a cluster of ethnically diverse “life-style” photographs of satisfied individuals, couples and families enjoying the benefits of clipping coupons.

The direct-mail service has also supplemented its usual local offerings—coupons touting neighborhood pizzerias, dry cleaners and...

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