• by David Goetzl , December 11, 2009

Valpak, the direct marketing business that sends coupons to millions of homes, will remain part of Cox Enterprises after the company has taken it off the market. Cox acquired it in 1991 and put it up for sale in August 2008.

Valpak, which is part of the Cox Target Media unit, says that in 2007 it mailed nearly 20.7 billion ads in an estimated 523 million envelopes. Recently, it launched an iPhone app allowing consumers to access coupons through that platform.

Cox said Valpak 00 with its distinctive blue envelopes full of special offers -- is profitable, while searching for new ways to generate revenues a la the iPhone initiative. Others include improving Valpak.com's ease of use on mobile platforms, the company said.

Earlier this year, Cox pulled its Austin American-Statesman newspaper off the market as well.

Largo, Fla.-based Valpak also has a relationship with fellow Cox business Kudzu.com. Consumers searching for discounts on the Valpak Web site can use Kudzu for customer reviews.

Greg Bicket, president of Cox Target Media, sates that Valpak will focus on "operational excellence and driving product innovations that fit the new marketplace so dramatically changed by economic conditions."

Bicket was named president of Cox Target Media in January after serving in an interim role since late last year. He had previously led Cox's cable systems in the New Orleans area.

When taking the post, he stated: "Coupons are more relevant than ever before" as "people [search] for ways to save money on products and services, and businesses are looking for cost-effective, measurable media to attract customers."