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Save.com Buys Coupon Sites in $23 Million Deal

Online couponing site Save.com, whose biggest investor is offline couponing powerhouse Valassis Communications, Inc., this week agreed to acquire MyCoupons.com and DirectCoupons.com in a deal valued at $23 million.

The purchase agreement with the previous owner of the coupon sites, DirectStuff.com, includes a two-year marketing alliance and the management of all of the sites by DirectStuff.com. This marketing partnership calls for the companies to use Valassis' Sunday Free-Standing Inserts to drive traffic to the MyCoupons.com site. They will also take advantage of advertising partnerships that MyCoupons has forged with more than 6,000 Web sites.

"MyCoupons will anchor the Save.com network," said Bruce Ettinger, chief executive officer of Save.com. "We expect that these marketing efforts will create exponential growth for MyCoupons and will generate large numbers of downloads of Save.com couponing software."

MyCoupons.com provides coupons to consumers and receives more than 15 million monthly page views. DirectCoupons.com is a weekly e-mail publication with 450,000 subscribers.

"Save.com, with the backing and leadership in couponing of Valassis, seemed like the perfect fit to acquire these two highly valuable coupon-related Web properties," said Jason Wolfe, president and chief executive officer of DirectStuff.com.