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MapQuest.com, eCoupons.com Make $5.7 Million Marketing Pact

Online map site MapQuest.com and eCoupons.com, a coupon site, this week formed a strategic partnership to integrate online coupons into the mapping and driving directions site.

The three-year deal, which is expected to start sometime this quarter, is valued at more than $5.7 million.

ECoupons.com hopes that, since people on MapQuest.com are often already printing maps and directions, they'll go ahead and print out the coupons offered there.

"We believe this partnership will provide an opportunity for MapQuest.com to generate previously untapped revenue from the millions of maps and driving directions printed each month," says Michael Mulligan, chairman and chief executive officer of MapQuest.com.

The companies also plan to target the coupons to the correct people by sprinkling them around in the appropriate geographical areas.

"MapQuest.com is one of the few sites that has the capability to enable us to target our delivery based on a visitor's origination and destination," says Thomas Ball, president of eCoupons.com.