View From the Phlipside - Coupons

My name is Jay Phillippi and I've spent my life in and around the media. TV, Radio, the Movies and more. I love them and I hate them and I always have an opinion. Call this the View From the Phlipside.

There is an assumption that the digital world will inevitably win out over older competitors in every field. So it’s instructive to take a look at one area where it just isn’t happening. There’s an old line media that so far has held it’s own against the digital onslaught and in fact is doing quite well for itself right now. It’s called the coupon.

Yes, the simple coupon, which would seem to be easy pickings for the digital usurper in fact is doing very well for itself right now. Because of the slow economy people are looking for ways to cut costs and that’s always been prime time for the coupon industry. So common wisdom would say that now is the time for the digital versions to make their move. Lots of people looking to use the product and a general move towards doing more by computer anyway.

The statistics show a different story. 80% of people get coupons in their newspapers, 69% prefer to get theirs through the mail. That’s not to say that folks don’t use online coupons. 78% have printed out an online coupon at least once in their lives. And overall coupon use is up, from 24% two years ago to 28% in the latest survey. 43% of Americans note that they are using more coupons this year than last.

So why is the old fashioned coupon hanging on? Well the most common reason why folks don’t use online coupons is simply that they’ve never found one that interested them. The top reasons for using them seemed rather limp to me - they could be printed on demand and created less waste. On the other hand I think the reasons for using the old fashioned coupon were more energized - they’re “easy to use”, “ready to use right away” and “more convenient”.

The lesson I think is to be found right there. At any time but perhaps especially in tough times people don’t want to be made to work harder for a deal. Sure online coupons are high tech and state of the art and cutting edge. On the other hand if you’re cutting out your coupons all you need is a pair of scissors.

Call that the View From the Phlipside.

"The View From the Phlipside" airs on WRFA-LP Jamestown NY.  You can listen to WRFA online HERE
Copyright - Jay Phillippi 2010