Dick Anderson

Valassis Communications is the coupon guru, the originator of the free-standing insert—that four-color coupon booklet, which has become a household commodity, if not phenomenon, as a modern day, money-saving device. Now, it's revolutionizing the way consumers clip coupons by offering "virtual savings" online. BY CHERYL A. ADAMS If you've ever saved money with one of those Sunday newspaper coupons, chances are, you have Valassis Communications to thank. And you'll be even more thankful in the new millenium, when, beginning this year, Valassis is printing and distributing a record number (44 weeks!) of free-standing inserts (FSIs) in Sunday newspapers nationwide. And, that's not all.