Valpak Gets Into Affiliate Marketing – Acquisition

Less than three weeks have passed since our announcement of one affiliate acquiring another one for nearly $135 million, and today we’re happy to report another major merger. This time we’re noticing something similar yet different — Valpak, a company traditionally focused on “offline” coupons, is being merged with, a major affiliate coupon site (together with its British-based sister site too).

Today’s official press release reads:

Cox Target Media has completed its acquisition of, including its sister site, London-based, as a wholly owned subsidiary. joins Valpak as a Cox Target Media company…

“Cox Target Media and were both looking for ways to expand value to businesses and consumers, and realized that when combined, our resources and offerings in print, online and mobile would be powerful and unlike anything else available to marketers,” said Michael Vivio, president of Cox Target Media. “This acquisition brings together national and local savings content, community expertise and multi-channel marketing capabilities to provide the best of all worlds for marketers and consumers. We also believe has tremendous growth opportunity through its international expansion of and we are committed to supporting that effort. “

The deal has been finalized, and we can already see being heavily pushed on Cox Target Media website:

Boston Globe adds some perspective:

Valpak is distributed to some 44 million U.S. households monthly. offers in-depth databases of online coupons and personalizes deal recommendations for online visitors. It also gives personalized recommendations and allows people to rate coupons and deals. The company says it has more than 5 million visitors monthly.

For purely website traffic my dashboard is showing me:

~1.5 million visitors on

~15,000 UVs on

This is, no doubt, another major affiliate marketing acquisition of the year; and it will be interesting to see where Cox takes it next. I can already see opportunities for leveraging their location-based marketing expertise on a larger (online, and, heck, mobile too!) and wider (worldwide) scale.


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