How To Run An Ad
Your media options:
Shoppers

	How To Run An Ad Introduction Your media options ----Daily newspapers ----Weekly newspapers ----Shoppers ----Other publications Making first contact Analyzing the media Choosing the right one Running the ad After the ad runs Take our ad effectiveness course. Learn what you need to know to get a great response the first time you run. Just $59 • Get more readers seeing your ad • Get more readers reading your ad • Get more readers responding

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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