Almost a-year-and-a-half after Cox Enterprises said it was attempting to sell direct mail and coupon marketing unit Valpak, the company has had a change of heart. The Atlanta-based media firm has decided to keep Valpak, saying the unit has demonstrated new ways to generate revenue. Cox didn’t specify what these new revenue streams are, but it did point to Valpak’s improved mobile site and the introduction of its iPhone app.
It also highlighted new partnerships with Cox siblings Kudzu.com, an Atlanta business guide, and Cox Media Group. The online coupons business is still pretty small in general, but it is considered a growth area. Considering the continued turmoil of the broadcasting and newspaper businesses Cox is otherwise engaged in, direct mail and coupons seems like a safer bet than ever. Release

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