THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: WEDNESDAY, June 22, 1994 TAG: 9406210150
SECTION: VIRGINIA BEACH BEACON PAGE: 06 EDITION: FINAL
SOURCE: BY LORI A. DENNEY, STAFF WRITER
DATELINE: 940622 LENGTH: Medium
Nine years later, Garfin is using his media savvy to produce Virginia Beach Coupon Magazine as part of Stan Garfin Publications.
{REST} The coupon book business, a direct mail venture, was started five months ago by Garfin and his companion, Marilyn Fried, out of Garfin's Bellamy Manor home.
The book, a glossy, color, magazine-sized publication, features coupons and advertisements from businesses in two areas: Pembroke and Kempsville. It will soon add the the Hilltop area to its circulation.
Published alternately eight times a year, for now, the books go to about 15,000 households in the 23464 and 23462 zip codes through direct mail. The publications so far have been about 12 pages full of advertisements by local businesses. Most of the ads feature coupons for customers to clip.
Advertising prices vary with the standard coupon ad costing about $295. ``That's reaching 15,000 people at a cost of less than two cents,'' said Garfin, 57, an Iowa native.
``We try to get a varied list of clients in there. We promise exclusivity, except for restaurants,'' he said.
One coupon in Garfin's first book, which was distributed in Kempsville in the spring, promised folks a free Dairy Queen Blizzard if they'd buy the first one at the Dairy Queen in Woods Corner Shopping Center.
Dairy Queen owner Dave Turpak was more than a little surprised at the number of coupons that came back.
``That was one of the best returns I got for this type of publication,'' said Turpak, who also owns a Dairy Queen on Little Creek Road. ``We were very surprised at the quick response.''
``I'm attributing the success to the fact that it's a new publication and it's a good looking publication,'' Turpak added.
Garfin and Fried came across the idea when the owner of Capitol Color Mail Inc. interviewed potential associate publishers in the area. The man, based in Annapolis, Md., was looking for folks who were willing to begin publishing the coupon books in the area.
Fried and Garfin interviewed and were offered the job. They signed a contract saying they would start the coupon book in the Kempsville, Pembroke and Hilltop areas.
The business is not a franchise and Garfin and Fried did not have to put any money down to begin. Basically it works this way: Garfin and Fried find the advertisers, pay to have the type set locally and then send postage fees and the prototype to Maryland and then Wisconsin to be printed by Capitol Color.
Capitol Color is paid by Garfin and Fried to print the magazine. Postage and labels, also paid for by Garfin and Fried, are also sent to Wisconsin where the publication is mailed.
The coupon books are being distributed by different people in 45 states, Garfin said.
``We are real thrilled with its progress,'' he added. ``The world is our oyster. Everybody needs advertising - needs to get their name out there.''
Garfin has a long history with the media and advertising.
Six months after his radio and television career ended, he was offered a job in the advertising department at Channel 3.
``It wasn't easy for me to go back,'' Garfin admitted. ``At 48, it was a chance to learn a new field.''
Garfin went on to then WFOG 92.9 selling air time to advertisers for almost seven years. He decided to take a two-year break when he met Marilyn Fried, then owner of the Intermission in Norfolk.
Her business was closing and Garfin was looking around for a new venture.
``We work as hard as we want or as little as we want,'' said Garfin. ``Marilyn, she was scared to death because in the restaurant business people come to you. She had to go to them and she didn't like rejection.
``Now, she's whipping me. We have awards for the most new clients and most new dollars and she's beat me every time.''
The couple are considering hiring a part-time salesperson to help sell advertisement in the Pembroke area.
Garfin and Fried estimate that they will be turning a profit before three years, the typical time it takes for a business to actually earn money.
by CNB