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Clipping Forever: Why the Humble Coupon Isn't Going Away

Bargain-hungry shoppers can’t stop clipping

In the weeks leading to Thanksgiving, General Mills will flood newspapers with millions of paper coupons for cans of its Pillsbury Crescents and Biscuits. “Print is still an effective and efficient way to reach consumers,” says Joe Trimble, promotions marketing manager for General Mills. He heads the coupon group at the Minneapolis-based maker of brands such as Cheerios, Betty Crocker, and Yoplait, which issues tens of millions of coupons most weeks. It remains a juggernaut in the world of printed discount chits.