Topix And Savings.com Partner To Reach Local Coupon Clippers

Online coupon destination Savings.com on Wednesday is expected to announce a partnership with news aggregator Topix to provide coupon content for the Topix Yellow Pages section.

Per the deal, Topix will now automatically display available coupons on specific business listing pages in its Yellow Pages section, giving Savings.com a significant new distribution channel and potential audience.

What's in it for Topix? "At a time when high-quality localized services are becoming increasingly important, integrating services like Savings.com adds significant value for our community," said David Galvan, vice president of business development at Topix.

Likewise, said Loren Bendele, CEO at Savings.com: "Offering relevant coupon content is a crucial value add."

Founded in 2004, Savings.com now carries coupons and digital deals from roughly 800 brands and some 3,400 merchants.

Late last year, it relaunched with a more community-centric look and feel, along with several new brand and merchant partnerships. Like popular social networks and ranking sites, members of Savings.com can raise the standing of particular coupons with their votes, create profile pages, and communicate directly with other like-minded members.

Exclusive partners include Target, Sears, Victoria's Secret, Gap, Apple, Verizon, Best Buy, Travelocity, and Priceline.com.

The site relies on "DealPros," or online shopping experts who find, post, and share deals with the Savings.com community. Those who are considered to be the most savvy and knowledgeable will be given their own blog, video channel and access to more readers.

Founded in 2002, Palo Alto, Calif.-based Topix new links news from 50,000 sources to 360,000 lively user-generated forums. The privately held company has received investment from Gannett Co., The McClatchy Company and Tribune Company.

Online, coupon usage is surging, according to a recent report by coupon-processing agent Inmar, which found that shoppers are increasingly getting them on the Web or having discounts sent to their smartphones and rewards cards.

Online coupons still only account for 1% of all coupons offered nationwide, but redemptions jumped 140% in 2008, according to Inmar.

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