Consumers like coupons, but they’re not clipping them like they used to. Instead, they are downloading them. A new report just issued says that digital couponing increased by 41 percent in 2010. Digital coupons outpaced the growth of newspaper coupons by 6 to 1. There are more than 49 million Americans who use digital coupons, and of those, almost one-third have not read or looked into the Sunday newspaper for coupons in the past six months.
Kathryn Jones Malone is co-director of the Texas Center for Community Journalism. She began her career as a staff writer at the Corpus Christi Caller-Times, then worked as a staff writer for the Dallas Times Herald and The Dallas Morning News; as a contract writer for The New York Times; as a writer-at-large for Texas Monthly magazine; as editor of the Glen Rose Reporter; and as a freelance writer for numerous state, regional and national magazines. She teaches journalism at Tarleton State University.
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