Advertising Shoppers Guides
Some advertising shopping guides are independent. Some are owned by an advertising agency or a newspaper. Some are designed to appear as magazines and may have substantial genuine content.
Guides may be distributed with newspapers or phone books. Guides may also be directly mailed. They commonly contain coupons and promotions, or mentions of sales. Some also have classified advertisements.
Guides, thus, employ salesmen who focus on selling advertising space to companies and individuals. Rates vary, with full page and full color ads often being very expensive. Cheaper ads may simply be a few lines of text. Most guides have attached websites and some exist entirely online, with printable coupons. You may also find coupons online that are available to download. Salesmen focus on selling listings.
Other employees work on ensuring high circulation. In some cases multiple distribution channels are used, with a website, direct mail and retail outlets stocking the guide. Advertising funded magazines and newspapers may be distributed through retail outlets and other suitable locations. For example, it is common for advertising guides to be made available outside mass transit stations.
Guides may also hire marketing professionals, both to handle their own promotions and give advice to customers. Some guides and catalogs are published in house by specific manufacturers. Catalogs are often distributed in and by retail shops.
Many focus on a specific product area, such as gardening or home improvement. These publications tend to more strongly resemble magazines with content interspersed between the listings. However, their primary purpose remains marketing. Some of these magazines require customers to specifically subscribe rather than simply being sent out to all of the addresses on a list. This allows the publisher to target their audience and save costs.
Advertising shoppers' guides are generally free to the consumer and funded by the advertiser.