Procter & Gamble single-handedly has added value to the freestanding insert by focusing heavily on its "brandSaver" coupon guide. The two-year-old coupon insert, dropped monthly in home-delivered newspapers, accounted for 10% of all FSI couponing activity over the last two years, according to Marx Promotion Intelligence/TNS Media Intelligence, Minneapolis, a provider of coupon information. The insert's average circulation last year was 51 million. "P&G's involvement adds worlds of ...

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