"If she’s not reading the paper and cutting that coupon, where is she? She’s online.”

There's a great article in Financial Times where Laura Keely, director of marketing promotions at Kimberly-Clark, whose brands include Huggies and Kleenex, says changes in the age of the audience that is reading newspapers – and clipping coupons – is a significant factor in her interest in online couponing.

“What we’re seeing is that younger consumers aren’t buying a Sunday newspaper and clipping those coupons,” she says. “The numbers drop off significantly when you are looking at an 18-24 consumer. If she’s not reading the paper and cutting that coupon, where is she? She’s online.”

You can read the whole story here.