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Sunday newspapers are the coupon source for more than half of American households, according to Scarborough Research. Many companies have responded to sluggish consumer spending by boosting the volume of "coupon drops" in Sunday newspapers around the country. During the first six months of this year, manufacturers delivered more than $173 billion in consumer incentives through 129 billion coupons in Sunday newspapers nationwide. Retailers' participation in freestanding insert promotions increased 31.3% YoY.

A McDonald’s “Flavor Saver” coupon Book was in this weekend’s NY Times -8 individual coupons in English and Spanish. The NYT Sunday circulation is 1.6 million. The coupons are for:

$2 off: Southern Chicken Sandwich extra value meal ($1 off in Manhattan)
$3.49: 20 pc Chicken McNuggets ($3.99 in Manhattan)
$2 off: Angus Third Pounder Extra Value Meal ($1 off in Manhattan)
Two Coupons: Buy any Bagel or McGriddles sandwich get a second free
$1 off Southern Style Chicken Biscuit
Two Coupons: Buy any Large Sandwich (Quarter Pounder with Cheese, Big Mac) and get a second free

Couponing is never good for profitability, but it’s clearly a sign of the times.