Paper coupon giant Valassis Communications is introducing a new online portal, RedPlum.com, reports The New York Times.

The site will become the main focus of Valassis' efforts. Future print mailings, the favored medium of the prototype coupon-clipper, will direct people to RedPlum.com.

Valassis aspires to outstrip the slowish growth experienced by other online coupon destinations by appealing more directly to women. In addition to coupons, the site will house product reviews and a database of recipes.

RedPlum users may search for coupons by ZIP code or even based on their shopping lists, which they can plug into the site. Visitors will not be required to enter personal information to access the coupons.