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Filing Details

Issuer

Cik	Name	Symbol	Sector (SIC)	IRS No
883293	Valassis Communications Inc	VCI	Services-Advertising (7310)	382760940

Insiders

Cik	Name	Reported Address	Insider Title	Director	Officer	Large Shareholder	Other
1222486	P Richard Herpich	Valassis Communications, Inc. 19975 Victor Parkway Livonia MI 48152	Evp/ Sales & Marketing	No	Yes	No	No

Reported Non-Derivative Transactions

Sec. Name	Acquisiton - Disposition	Date	Amount	Price	Remaning Holdings	Equity Swap Involved	Form Type	Code	Nature of Ownership
Common Stock	Disposition	2010-09-01	20,000	$29.79	26,945	No	4	S	Direct
Common Stock	Acquisiton	2010-09-01	18,715	$26.90	45,660	No	4	M	Direct
Common Stock	Disposition	2010-09-01	18,715	$31.05	26,945	No	4	S	Direct

Equity Swap Involved	Form Type	Code	Nature of Ownership
No	4	S	Direct
No	4	M	Direct
No	4	S	Direct

Reported Derivative Transactions

Sec. Name	Sec. Type	Acquisiton - Disposition	Date	Amount	Price	Amount - 2	Price - 2
Common Stock	Employee Stock Option (Right to Buy)	Disposition	2010-09-01	18,715	$0.00	18,715	$26.90

Remaning Holdings	Exercise Date	Expiration Date	Equity Swap Involved	Transaction Form Type	Transaction Code	Nature of Ownership
0		2010-10-01	No	4	M	Direct

Footnotes

This transaction was effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person.
The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $29.49 to 30.310, inclusive. The reporting person undertakes to provide upon request by the SEC staff, the issuer or any security holder of the issuer, full information regarding the number of shares sold at each price within the range of all transactions reported in this Form 4 utilizing a weighted average price.
Represents number of securities beneficially owned as of September 1, 2010.
The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $31.00 to $31.170.
The option, representing a right to purchase a total of 56,143 shares, vested in three equal installments on October 20, 2004, February 25, 2005 and October 1, 2008.