Valassis Communications, We would like the Redplum (formerly Valassis) inserts to remain in our newspapers instead of being distributed via mail. 1.) Distributing the coupons through the newspapers allows those consumers who want coupons to easily seek them out, while not cluttering the mailboxes of those consumers who do not want them. Due to the inherent difficulties in creating a comprehensive area mailing list, the new distribution method will inevitably exclude many consumers who want coupons while wasting advertising dollars on consumers who will merely consider the coupons junk mail. 2.) As coupons become less available, the purchases of the products they are for will decrease. Many consumers buy products only when they have coupons for them. Without these coupons, consumers are likely to consider a cheaper generic brand or a similarly priced competitor;s brand. 3.) This effect is multiplied by the fact that couponing is becoming a communal event. As couponing skyrockets in popularity, websites, blogs, and neighborhood couponing groups share tips on the best sales and coupons. In such a climate, coupons not only get individuals to buy products, they also get forum members, bloggers, and couponing groups talking about where to buy, how to buy, and their experience with products. Both positive and negative attitudes toward products and companies are shared and spread quickly. Consumers are aggressive in seeking out and demanding the best values. With the removal of the Redplum inserts from the newspapers, not only will individual shoppers change their buying habits, but the overall communal sense of which companies offer value and consumer-friendly attitudes will change. We hope that the companies who advertise in Redplum will encourage the Valassis company to reverse its decision to remove the Redplum coupons from our newspapers. We love the current savings and enjoy being able to afford the quality products for which we can currently find coupons in the newspaper. Signed, Utah couponers

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