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How To Run An Ad
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Shoppers

How To Run An Ad

Get more readers seeing your ad
Get more readers reading your ad
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Shoppers, or pennysavers as they're sometimes called, are typically published once a week, but they're different from other weekly newspapers in that they have no editorial content, or if they do, it's often just a token amount.

What they do have is great circulation, usually covering an entire market. These total market coverage (TMC) advertising vehicles have a higher circulation than the dailies or weeklies, and because of this, often you'll see pre-printed inserts from grocery stores and other businesses running in them.

That's why many daily and weekly newspapers have their own separate shopper-like product that are also free and are delivered to all their non-subscribers, effectively making them TMC advertising products as well.

The key question is, if people aren't paying for a shopper, are they reading it? As you'd expect, a smaller percentage of the circulation area is actually picking them up and reading them, and the readership often skews to a lower-income, more bargain-oriented reader.

This doesn't mean that higher-income households don't read it, just fewer of them then the editorial-based daily and weekly newspapers.

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