As most paper-based communications — letters, bills, newspapers, magazines, books — continue their steady transition to digital form, can coupons be far behind? Currently, paper is still king of the coupon kingdom, with digital a bit player. According to NCH Marketing Services' Coupon Facts Report, 2011, freestanding inserts in newspapers account for 87.7% of U.S. CPG coupon distribution. The rest consists of in-store handouts (5.2%), direct mail (2.4%), magazines (2.2%), in/on pack and ...

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