-----BEGIN PRIVACY-ENHANCED MESSAGE-----
Proc-Type: 2001,MIC-CLEAR
Originator-Name: webmaster@www.sec.gov
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 TWSM7vrzLADbmYQaionwg5sDW3P6oaM5D3tdezXMm7z1T+B+twIDAQAB
MIC-Info: RSA-MD5,RSA,
 OjuWj0ij795bq7ci08X168uytL2KR+kCgQ6LSsk+RMOQcdeXT9EsSFM9xyhfKOGT
 VE7QyepmBtSD7UIIGVJfSQ==

<SEC-DOCUMENT>0001181431-04-046378.txt : 20041004
<SEC-HEADER>0001181431-04-046378.hdr.sgml : 20041004
<ACCEPTANCE-DATETIME>20041004171720
ACCESSION NUMBER:		0001181431-04-046378
CONFORMED SUBMISSION TYPE:	4
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20041001
FILED AS OF DATE:		20041004
DATE AS OF CHANGE:		20041004

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			HOGG WILLIAM F JR
		CENTRAL INDEX KEY:			0001222488

	FILING VALUES:
		FORM TYPE:		4
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-10991
		FILM NUMBER:		041063403

	BUSINESS ADDRESS:	
		STREET 1:		VALASSIS COMMUNICATIONS INC
		STREET 2:		19975 VICTOR PARKWAY
		CITY:			LIVONIA
		STATE:			MI
		ZIP:			48152
		BUSINESS PHONE:		7345914940

ISSUER:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			VALASSIS COMMUNICATIONS INC
		CENTRAL INDEX KEY:			0000883293
		STANDARD INDUSTRIAL CLASSIFICATION:	SERVICES-ADVERTISING [7310]
		IRS NUMBER:				382760940
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	BUSINESS ADDRESS:	
		STREET 1:		19975 VICTOR PARKWAY
		CITY:			LIVONIA
		STATE:			MI
		ZIP:			48152
		BUSINESS PHONE:		3135913000

	MAIL ADDRESS:	
		STREET 1:		19975 VICTOR PARKWAY
		CITY:			LIVONIA
		STATE:			MI
		ZIP:			48152
</SEC-HEADER>
<DOCUMENT>
<TYPE>4
<SEQUENCE>1
<FILENAME>rrd54199.xml
<DESCRIPTION>10/01/04 - HOGG OPTIONS
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0202</schemaVersion>

    <documentType>4</documentType>

    <periodOfReport>2004-10-01</periodOfReport>

    <notSubjectToSection16>0</notSubjectToSection16>

    <issuer>
        <issuerCik>0000883293</issuerCik>
        <issuerName>VALASSIS COMMUNICATIONS INC</issuerName>
        <issuerTradingSymbol>VCI</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001222488</rptOwnerCik>
            <rptOwnerName>HOGG WILLIAM F JR</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>VALASSIS COMMUNICATIONS, INC.</rptOwnerStreet1>
            <rptOwnerStreet2>19975 VICTOR PARKWAY</rptOwnerStreet2>
            <rptOwnerCity>LIVONIA</rptOwnerCity>
            <rptOwnerState>MI</rptOwnerState>
            <rptOwnerZipCode>48152</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>1</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle>EVP Manufacturing</officerTitle>
        </reportingOwnerRelationship>
    </reportingOwner>

    <derivativeTable>
        <derivativeTransaction>
            <securityTitle>
                <value>Employee Stock Option (Right to Buy)</value>
            </securityTitle>
            <conversionOrExercisePrice>
                <value>30.10</value>
            </conversionOrExercisePrice>
            <transactionDate>
                <value>2004-10-01</value>
            </transactionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>A</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>43750</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>30.10</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>A</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <exerciseDate>
                <footnoteId id="F1"/>
            </exerciseDate>
            <expirationDate>
                <value>2011-10-01</value>
            </expirationDate>
            <underlyingSecurity>
                <underlyingSecurityTitle>
                    <value>Common Stock</value>
                </underlyingSecurityTitle>
                <underlyingSecurityShares>
                    <value>43750</value>
                </underlyingSecurityShares>
            </underlyingSecurity>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>43750</value>
                    <footnoteId id="F2"/>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </derivativeTransaction>
    </derivativeTable>

    <footnotes>
        <footnote id="F1">This option becomes exercisable in increments of 33.3333%, 33.3333% and 33.3334% at such time that the closing sales price per common share is equal to or exceeds $35.10, $40.10 and $45.10, respectively; provided that such market price targets are achieved by October 1, 2007.  In any event, however, the option vests by October 1, 2009.</footnote>
        <footnote id="F2">Represents number of derivative securities beneficially owned as of October 1, 2004.</footnote>
    </footnotes>

    <ownerSignature>
        <signatureName>Steven M. Mitzel, by Power of Attorney</signatureName>
        <signatureDate>2004-10-04</signatureDate>
    </ownerSignature>
</ownershipDocument>

</XML>
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
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