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Valpak franchise selling strategy continues

Valpak franchise selling strategy continues

Tampa Bay Business Journal
Date: Tuesday, March 9, 2010, 2:43 pm EST
Valpak Direct Marketing Systems Inc. has sold its New York franchise Valpak of New York.

Financial terms of the deal were not disclosed.

The franchise is fifth sale since Valpak announced in spring of 2009 plans to sell all seven of its owned and operated markets over the next two years as part of a strategic move to streamline its holdings and focus on its core businesses. That would leave company-owned markets in Boston and Los Angeles to be refranchised, a release said.

The buyer is New York-based businessman Rod Lowenstein. Lowenstein has more than 20 years of experience in sales, operations, marketing, advertising, strategic planning and new media, the release said.

Previously, Lowenstein held senior executive positions with MTV Networks, Time Warner Inc. and Transcontinental Records.

Born and raised in New York, Lowenstein is currently co-founder and president of Shape Media LLC in New York, a digital marketing services company. Lowenstein has significant experience in developing high-performance teams and leading change in competitive environments, a release said.

The Valpak envelope will continue to be mailed to about 500,000 homes.

Valpak is a large direct marketing company based in Largo. It is owned and operated by Cox Target Media, a subsidiary of Atlanta-based Cox Enterprises, one of the largest media conglomerates in the United States. With nearly 200 franchises throughout the United States and Canada, Valpak annually distributes some 20 billion offers inserted in more than 513 million envelopes.

Cox Media Group Inc. owns and operates Valpak. CMG is a subsidiary of Atlanta-based Cox Enterprises, which is an integrated broadcasting, publishing and digital media company that includes the national advertising rep firms of Cox Reps. With revenues exceeding $1.5 billion, the company operations include 15 broadcast television stations and one local cable channel, 86 radio stations, four metro newspapers and more than a dozen non-daily publications, and more than 100 digital services.