WO2007070699A2

WO2007070699A2 - Advertising system, and method for its implementation

Info

Publication number: WO2007070699A2
Application number: PCT/US2006/048070
Authority: WO
Inventors: Donald E. Allen
Original assignee: Allen Donald E
Priority date: 2005-12-15
Filing date: 2006-12-15
Publication date: 2007-06-21
Also published as: WO2007070699A3

Abstract

An advertising system that features a piece of direct mail advertising including a main advertiser and at least one supplemental or 'minor' advertiser advertising on the same sheet of printed matter, wherein the direct mail is mailed substantially to residents or businesses within the geographic zone of the main advertiser, and the at least one supplemental advertiser is located within the same zone. Preferably, the mailing is performed by a third party, and not by the main or the supplemental advertiser. More preferably, the advertising system furthermore features a reference to an Internet URL and preferably also a code that refers to a specific page at the website corresponding to the URL, the specific page displaying the main and supplemental ads. The reference to the URL and any access codes may be in a form that is detachable from the sheet of printed matter, such as in the form of a refrigerator magnet having a surface on which the URL and access codes may be printed.

Description

TITLE Advertising system, and method for its implementation

TECHNICAL FIELD

[0001] The present invention relates to advertising, and targeting advertising to a specific and limited geographical area, and increasing the longevity of printed matter advertising.

BACKGROUND ART

[0002] There are a great many problems associated with traditional methods of advertising, particularly in areas of high population density where there may be a great many businesses (and thus potential advertisers) in the same kind of business. Here, mass media such as television, radio and newspapers are inefficient because they serve large areas — areas that are too large for a typical small business to serve — and yet the advertiser has to pay a high rate because the medium covers a large area. This kind of advertising covers persons who are unlikely to patronize a distant business when there are others that are more closely located to them. This is particularly true when the business is a restaurant that delivers, such as pizza parlors, or "pizzerias".

[0003] This problem is partially addressed through direct mail. Here, the advertiser advertises his or her business by sending the advertising information through the postal system to the recipient resident or other business. Here, it is at least theoretically possible for the advertiser to control who receives his mailings down to the level of the individual business or household.

[0004] But it can be expensive to undertake a direct mail campaign. Printers typically work in job sizes measured in the thousands of pieces of printed matter, and then there are costs for postage, for obtaining the desired addresses, and for assembling the materials in the mailing.

[0005] One solution for addressing the costs of printed advertising is for one or more "minor" advertisers to share a minor amount of advertising space on the advertisement or other printed matter of a "major" advertiser. In this way, the total cost would be defrayed somewhat, which could make the difference between proceeding with a printed matter advertising campaign or not. As an example, a pizzeria desires to print up and mail out to residents living near the pizzeria information about its business. The information specifies the usual items such as address, contact points such as telephone and facsimile machine numbers, hours of operation, what kind of payment is accepted, etc. In the case of a pizzeria or other restaurant, an obvious piece of information to include in such a mailing would be the restaurant's menu. Thus, such a mailing can be a sizeable document, and may have to be folded to go through the mails. Accordingly, the pizzeria teams up with one or more other businesses, generally offering goods or services unrelated to those of the pizzeria, such as a car wash, plumber, hair stylist, etc. to place their ads on the same piece of printed matter as the pizzeria. The other businesses would be considered the minor advertisers, their ads would be much smaller in area than that of the major advertiser, for example, business card size, and generally the ads would be placed at or near the edges or borders of the printed sheet. Typically, the major advertiser would be responsible for mailing or otherwise distributing the printed matter containing all of the participating businesses' advertising. One advantage for the minor advertiser "piggybacking" his business card on the menu of the pizzeria is that, due to the nature of the menu, it is not as likely as more routine pieces of direct mail to be thrown away quite so quickly. In other words, the recipient is more likely to hold onto the pizzeria menu (and attached minor advertising) longer than a more routine piece of advertising that does not possess this type of secondary function. ("Secondary function" means that it does something useful other than just convey business contact information.)

[0006] One problem with this arrangement that should be readily apparent is that the minor advertisers are at the mercy of the major advertiser to actually follow through on the distribution. For example, it is not unheard of for the major advertiser to fail to distribute the advertising, among other reasons, because perhaps he has been forced to raise his prices and he does not wish to distribute advertising with the lower, but now obsolete prices.

[0007] Another solution that was thought of to address the direct mail cost issue was to pool a number of different printed matter advertisements from different business and bundle them in the same envelope and send them out. One such direct mailing handled in this way goes by the name of VALPAK, owned by Valpak Direct Marketing Systems. One problem, however, with this mode of advertising distribution is that frequently there is no control over the selection of advertisers or businesses whose business is being advertised in any one mailing. Thus, it often occurs that more than one business of the same type is advertised, and the multiplicity of advertising of the same type of businesses dilutes each of their ads, thus reducing effectiveness. Further, the VALPAK system, as well as the earlier system of individual pieces of direct mail advertising suffers from the fact that this kind of printed matter advertising has a relatively short lifetime. In other words, it does not stay at the recipient household or business very long before it gets thrown out in the trash.

OBJECTS OF THE INVENTION

[0008] Thus, in view of the present state of advertising, it is an object of the present invention to develop an advertising system that is highly localized to specific and relatively small geographic areas.

[0009] It is an object of the present invention to develop an advertising system that can target specific households or business, and bypass others.

[0010] It is an object of the present invention to develop an advertising system whereby a number of different advertisers can pool their financial resources to advertise collectively.

[0011] It is an object of the present invention to develop an advertising system whereby pooled advertisers are limited in the number of advertisers of the same type of business, so that the individual ads do not get diluted, and so individual advertisers in the pool are not competing with each other.

[0012] It is an object of the present invention to develop an advertising system where the longevity of the ad is greater than what is typical of direct mail.

[0013] It is an object of the present invention to develop an advertising system that offers each advertiser in the pool the same amount of ad life or ad longevity.

[0014] The present invention addresses, and solves, the problems in the prior art, and achieves these objects.

DISCLOSURE OF THE INVENTION

[0015] In accordance with the present invention, and in a first major aspect of the invention, direct mail is used to send specific advertisements of a plurality of businesses or other advertisers to specific mail recipients. The mailing consists of a major advertiser, typically only one, and one or more minor advertisers. The major and minor advertisers advertise their respective products or services on the same piece of printed matter. The mailing furthermore is of such a nature that it is likely to be kept around longer before it is thrown out. A typical way that this is accomplished is by imparting a secondary use or purpose to the advertising printed matter. For example, restaurant advertising that is in the form of a printed menu is one such secondary purpose. Generally speaking, the secondary purpose will be associated with the major advertiser's product or service.

[0016] While the same amount of postage can send the direct mail advertising to the farthest point in a large country such as the United States, this is not desired. Instead, the advertising is mailed to a specific and limited geographical area, generally located around the location of the major advertiser. Preferably, the minor advertisers are also located in this same geographic area.

[0017] The mailing or advertising is also controlled or organized so that preferably there is not more than one ad from each kind or type of business sharing space on the printed sheet.

[0018] In a second major aspect of the invention, alternate or additional means are provided for viewing the ads of the major and minor advertisers. The alternate advertising means can be the Internet. In this aspect of the invention, the mailing includes a reference to a specific Universal Resource Locator (URL) on the Internet, otherwise known as a website, web page or home page. To make the website more efficient, it can be made the starting point for locating one or more of a collection of pages displaying over the Internet advertising that corresponds in some way to that on the printed sheet. On the start page, there is a field where a specific text code can be entered. The code is provided with the reference to the URL in the printed matter advertising. Once the corresponding code has been entered in the field on the "start" page of the website, the Internet viewer is directed to a specific page on that website containing a listing of the identical advertisers listed on the printed matter. In a preferred embodiment, the specific page is time-sensitive, and will expire after a fixed and pre-determined period of time — 90 days, for example. In this way, each advertiser has a fixed, pre-determined and guaranteed life for his ad, the pages do not accumulate, and the manager of the advertising system can collect a new stream of advertising revenue with each new period of time.

BRIEF DESCRIPTION OF THE FIGURES

[0019] Figure I₅ not necessarily to scale, shows primarily the reverse side of a foldable sheet of printed matter advertising; [0020] Figure 2 is a front view of a refrigerator magnet that may be included in the direct mail advertising campaign;

[0021] Figures 3A and 3B show the inside and outside surfaces, respectively, of a foldable sheet of multiple advertiser advertising in the extended or unfolded position; and

[0022] Figures 4A and 4B show the sheet of Example III in the partial and mostly opened positions, respectively.

MODES FOR CARRYING OUT THE INVENTION

[0023] In accordance with the present invention, and in a first major aspect of the invention, direct mail is used to send specific advertisements of a plurality of businesses or other advertisers to specific mail recipients. The mailing consists of a major advertiser, typically only one, and one or more minor advertisers. The major and minor advertisers advertise their respective products or services on the same piece of printed matter, e.g., a printed sheet of paper. The mailing furthermore is of such a nature that it is likely to be kept around longer than it would otherwise, before it is thrown out. A typical way that this is accomplished is by imparting a secondary use to the advertising printed matter. For example, restaurant advertising that is in the form of a printed menu is one such secondary purpose. One would naturally think that the secondary purpose would be associated with the major advertiser's product or service. For example, a hardware store's advertising might also illustrate and explain some useful hardware facts, such as different screw or bolt sizes, their designations and where such fasteners should or should not be used. However, any secondary purpose that will tend to cause the recipient to hold onto the advertising for a longer time than he otherwise would will serve adequately. Thus, a secondary purpose associated with the printed matter advertising might be a calendar, or the schedule of a local sports team.

[0024] While the same amount of postage can send the direct mail advertising to the farthest point in the country, this is not desired. Instead, the advertising is intended to be mailed to a specific and limited geographical area, generally located around the location of the major advertiser. Preferably, the minor advertisers are also located in this same geographic area. Unless the advertisers are advertising unique goods or services, or are located in sparsely populated areas, likely it will be the case that the potential customer, the mail recipient, has a choice of candidate businesses that he can patronize within a reasonable travel time. However, unless the goods or services are unique or the value is unusually compelling, he usually will patronize only the ones that are located close to him, and shun those that are located too far away, or take too long to get to, or are perceived as being too far away distance-wise and/or time-wise.

[0025] To some extent, the extent of the advertising campaign is controlled, or at least influenced, by the size of the press run or print job. A typical run might be 10,000 pieces. Sometimes, there are sophisticated techniques to determine to whom to mail the advertising in a particular area, and to whom not to mail it. But often, the advertising is mailed to every household or business that is in closest proximity to the major advertiser. Thus, for a fixed quantity of advertising that is printed up, the geographic size of the distribution area in square miles will be determined by the population density of that area. In relatively rural locations, the advertising campaign may cover more than 10 square miles. In urban areas, it may be less than one square mile, perhaps just a few square blocks. In medium-sized towns or suburban regions, the coverage area may be 1 to 3 square miles.

[0026] The mailing or advertising is also controlled or organized so that preferably there is not more than one ad from each kind or type of business sharing space on the printed sheet. Now, if the major advertiser is the party organizing the advertising campaign and the sheet(s) of printed matter, he will automatically and inherently decline from selecting minor advertisers who would be in competition with him. However, from the minor advertiser's point of view, deciding whether or not to participate in the joint advertising campaign poses some risks. Since he, the minor advertiser, is not in control of the organizing process, he must simply count on the major advertiser not to group his ad in with other minor advertisers of the same or similar type of goods or services. Moreover, he must rely on the major advertiser to actually mail out the sheets of printed matter advertising. As stated previously, it has been known, particularly where the major advertiser and organizer is a restaurant, that due to changed circumstances such as a price increase in raw materials necessitating an increase in the price of the food sold by the restaurant, he the restuaranteer/major advertiser did not wish to distribute the mailings with the old prices, and in fact, refused to mail them, thereby disadvantaging the minor advertiser(s). Of course, these problems can be solved by having a third party who does not have a stake in any of the businesses of the advertisers, or their competitors, to handle the development of the printed matter advertising, and the mailing of such advertising. [0027] In a second major aspect of the invention, alternate or additional means are provided for viewing the ads of the major and minor advertisers. By "alternate means" is meant that the advertisements, or at least the names of the advertisers can also be sensed, such as viewed or heard, through a medium other than the original sheet of printed matter. Preferably, the sheet of printed matter makes reference to this alternative medium for experiencing the ads. For example, the alternate advertising means can be the Internet. In this aspect of the invention, the mailing may include a reference to a specific Universal Resource Locator (URL) on the Internet, otherwise known as a website. To make the website more efficient, it can be made the starting point or "start page" for a collection of specific pages where each page corresponds to the collection of advertisers and advertising on the sheet of printed matter. On the start page, there can be provided a field where a specific code can be entered by the computer user who is accessing the Internet. The code may be alphanumeric and may be provided with the reference to the URL in the printed matter advertising. Once the corresponding code has been entered in the field, the Internet viewer is directed to a specific page on that website containing a listing of the identical advertisers listed on the printed matter. The Internet page may even contain the exact same ads in the exact same format and in the exact same relative position or relationship to one another as in the sheet of printed matter. Or, the ads on the Internet page may be different in one or more respects from the printed ads, but at a bare minimum at least the identity of the advertisers preferably is the same. In a preferred embodiment, the specific page is time-sensitive, and will expire after a fixed and pre-determined period of time — 90 days, for example. In this way, each advertiser has a fixed, pre-determined and guaranteed life for his ad, the Internet pages do not accumulate, and the manager of the advertising system can collect a new stream of advertising revenue with each new period of time.

[0028] Since all of the advertising information is duplicated on the webpage on the Internet, all that the advertising recipient needs to gain access to it is the URL and any codes that may be necessary to take the Internet user to the specific page listing the advertisers in his region for that particular ad campaign. Thus, it may be desirable to print this information, i.e., the URL and any necessary codes in a convenient and compact form, such as a refrigerator magnet. The refrigerator magnet can be included in the mailing with the sheet of printed matter, and in fact can be removably attached to the sheet, for example, using tacky adhesive or a fastener such as a staple. In this way, even if the advertising recipient disposes of the sheet of printed matter, he still may be inclined to hold onto the magnet, since it is compact, out-of-the-way, and easily storable, e.g., on a refrigerator. Alternatively, the refrigerator magnet or other such "momento" may be provided separately to each advertiser for their distribution to their customers, for example, by personally handing them the momento when they visit the advertiser's place of business. In addition, it may be desirable to print the URL and access codes directly on the piece of printed matter advertising.

[0029] The following examples illustrate with still more specificity several embodiments of the present invention. These examples are made with reference to the figures, and are meant to be illustrative in nature and should not be construed as limiting the scope of the invention.

EXAMPLE I

[0030] A pizzeria and forty other businesses unrelated to the pizzeria and unrelated to each other, are situated in a common geographical area, for example, about 1 square mile (about 2.6 square kilometers). An advertising agency contracts with each business to place its ad on a common sheet of printed matter advertising 1. The advertising is distributed to some or all residences and businesses in that geographical area, preferably by mail. The pizzeria is the major advertiser, and the forty other businesses are each minor advertisers. The pizzeria places his advertising on the entire surface of one side, for example the front or "obverse" side 1 1 of the sheet. The other forty advertisers place their ads, which for example, may be on the order of the size of business cards, on the opposite side (e.g., the "reverse" side) of the sheet, thereby filling the obverse and reverse of the sheet with advertising. A sheet measuring 22 inches by 17 inches (56 cm by 43 cm) has space sufficient for forty business card-sized ads 13 (although Figure 1 depicts only twenty such spaces for ads of this size). Note that a minor advertiser is not limited to placement of a single ad on the sheet; he or she can place multiple ads, for example. While not ruling out such a practice, in general, what is preferred is that no single minor advertiser has a larger ad, or a greater number of ads, than any other minor advertiser for the same ad campaign. The pizzeria advertising includes its menu of foods offered. In this way the menu serves the secondary purpose of giving the recipient who is receptive to patronizing the pizzeria a reason to hold onto the sheet of printed matter advertising, instead of quickly throwing it out, as is typical of the fate of most advertising. If part of the printed matter sheet includes coupons that the recipient would normally detach ("clip"), then care should be taken not to put a minor advertiser's ad on the reverse of that part of the sheet 19 that is likely to be clipped or otherwise separated from the rest of the sheet.

[0031] The advertising also contains space 21 for a printed reference to an Internet website or URL. The reference may be printed directly on the sheet of printed advertising. Although shown on the reverse in Figure 1, this URL reference could be placed on the obverse side of the sheet. At a minimum, the URL can list the major and minor advertisers, and preferably also their contact information. The URL may display other advertising from the group of forty-one advertisers, or it may display substantially identical advertising as shown on the sheet of printed matter. Still further, the URL can display the ads in substantially the same arrangement or relative location as was shown on the printed sheet.

[0032] Mindful that an advertising agency or other organizer of the advertising campaign is not merely dealing with a single ad campaign to a single geographic location for a single period of time, it may be desirable that the URL contains not just a single page of information to be displayed to an Internet viewer, but rather contains a great many viewable pages, with each page being "coded". The main page or "start" page can contain a field where an alphanumeric code may be entered by the computer user (e.g., the "viewer"). When the code that is entered corresponds to that associated with the page, the viewer is taken to that page, i.e., that particular page is displayed for the viewer. The viewer knows which code to enter to view the page corresponding to his sheet of printed matter in front of him because the code is printed on the sheet, just as is the URL.

[0033] In a preferred embodiment, the mailing also includes a smaller-sized piece of printed matter that contains the URL and optionally any codes, so that it is more convenient for the recipient to hold onto and/or store the reference information rather than to have to hang onto the entire sheet of printed advertising. In a particularly preferred embodiment, and with specific reference to Figure 2, the smaller piece of printed matter is a magnet such as a "refrigerator magnet" 23 that is removably detached, for example, with tacky adhesive 15, to a surface 17 of the printed matter sheet. The refrigerator magnet is a convenient way of posting and storing a small amount of essential information.

EXAMPLE II

[0034] This Example is substantially the same as Example I with the following notable exceptions. [0035] Instead of placing printed matter on both sides of a sheet, only one side is used. Thus, if the ads are the same size as in Example I, a sheet of roughly double the size of the Example I sheet will be needed. In the alternative, the size of the sheet may be kept the same as in Example I but the size of the ads (major and/or minor advertisers) may be reduced. Still further, it may be possible or desirable to keep the size of the sheet the same as in Example I but to reduce the number of minor advertisers in comparison with Example I.

[0036] This approach obviates the need to avoid placing a minor ad where it could be defaced by the removal of a detachable coupon for the major advertiser on the front of the sheet. Another advantage of this approach is that it avoids the possibility of loss of advertising exposure for the major or minor advertisers if the sheet of double-sided printed matter is posted or otherwise attached to a surface, such as to a refrigerator or to a bulletin board.

EXAMPLE III

[0037] This Example illustrates a further embodiment of the present invention, and is made with reference to Figures 3A and 3B.

[0038] Advertising is printed on both sides of a sheet measuring about 28 inches (about 71 cm) wide by about 1 1 inches (about 28 cm) high. The sheet is folded twice in the same dimension to produce a folded article measuring about 7 inches (18 cm) wide by about 1 1 inches (28 cm) in height. In contrast, the sheet of Example I is folded in one dimension, and then folded again, but at a right angle to the first fold. It is convenient to think of the two foldings producing four separate segments on the sheet, with each segment having a "panel" on the inside and a panel on the outside of the sheet.

[0039] Figure 3A shows the inside of the sheet 30 in the fully opened position. From left to right, the panels may be labeled 32, 34, 36 and 38, respectively. Panels 32 and 34 feature the main advertiser's advertising, in this case, part of the pizzeria's menu. Panel 36 features ten ads from the minor advertisers arranged in two columns of five ads each. Panel 38 features one more column of five ads from the minor advertisers. At the right of the panel are one or more coupons 39 offered by the major advertiser.

[0040] Figure 3B shows the outside of the sheet 30 in the fully opened position. From right to left, the panels may be labeled 31, 33, 35 and 37, respectively. One can see that panels 31 , 33, 35, and 37 are opposite panels 32, 34, 36 and 38, respectively. Panel 31 features advertising from the major advertiser. Here, the ad is a portion of the pizzeria menu, such as the cover for the menu, or may simply be introductory and/or contact information for the major advertiser. Panel 33 again features advertising content from the major advertiser, for example, part of the pizzeria menu. Panel 35 features ten ads from the minor advertisers, again arranged in two columns of five ads each. Lastly, panel 37 features one more column of five ads from the minor advertisers. At the left of this panel 37 are the coupons 39 offered by the major advertiser. The content of the coupons appearing on panel 37 may be the same, or may be different from the content appearing in the coupons of panel 38.

[0041] The URL and code number referring the customer to the specific web page on the Internet where the major and minor advertiser's ads may be viewed is printed directly on the sheet, specifically on panel 31.

[0042] As an optional enhancement, the major and minor advertisers may be provided with mementos to distribute to their customers featuring the URL and code numbers, for example, in the form of refrigerator magnets.

[0043] Figures 4A and 4B show the sheet 30 of this Example in the partial and mostly opened positions, respectively. These figures are provided merely to show how the sheet folds and unfolds. Thus, the subdividing for the major and minor ads are not shown here.

INDUSTRIAL APPLICABILITY

[0044] The advertising system of the present invention should find utility with small businesses, where only a relatively small geographical area is desired to be targeted, and where the cost of advertising is a big factor. The advertising system of the present invention should find utility in relatively densely populated areas where the cost of mass media advertising is prohibitively expensive, particularly for small businesses, and where there are several to a great many business offering the same or very similar goods or services within the same geographic area, and thus where it is difficult for any one business to stand out from among the others.

[0045] An artisan of ordinary skill will appreciate that various modifications may be made to the invention herein described without departing from the scope or spirit of the invention as defined in the appended claims.

Claims

1. An advertising system, comprising: a piece of direct mail advertising comprising a major advertiser and at least one minor advertiser advertising on the same sheet of printed matter, and both the major advertiser and at least one of the minor advertisers are located in the same geographic area.

2. The advertising system of claim 1, further showing evidence of being mailed by a third party not related to the major advertiser nor the minor advertiser(s).

3. The advertising system of claim 1, wherein the direct mail is mailed substantially to residents or businesses within the geographic area of the major advertiser.

4. The advertising system of claim 1, wherein the major advertiser and the at least one minor advertiser are in businesses that do not compete directly with one another.

5. The advertising system of claim 1, wherein the sheet of printed matter lists a plurality of minor advertisers, and substantially none of the minor advertisers competes directly with one another.

6. The advertising system of claim 1, wherein both sides of the sheet of printed matter are used for advertising.

7. The advertising system of claim 1, wherein at least one minor advertiser has its ad on the reverse side of the sheet.

8. The advertising system of claim 1, wherein no minor advertiser has more than one ad on the sheet of printed matter.

9. The advertising system of claim 1, wherein the sheet of printed matter further contains a printed reference to an Internet URL that contains information from at least one of the advertisers on the printed sheet.

10. The advertising system of claim 9, wherein the Internet URL contains a listing of substantially the same advertisers as are indicated on the printed sheet.

1 1. The advertising system of claim 9, wherein the reference further comprises a code that refers the Internet user to a specific page on a website.

12. The advertising system of claim 1, further comprising an article that is removably detachable from the sheet of printed matter, the article displaying an Internet URL that refers to a website displaying the main and supplemental ads.

13. The advertising system of claim 12, wherein the removably detachable article is a refrigerator magnet.

14. A method for advertising, comprising:

(a) printing at least two ads on the same sheet of printed matter, wherein one of the ads constitutes an ad from a major advertiser, and the balance of the ads are minor ads from minor advertisers, and wherein substantially all of the advertisers, major and minor, are located within the same limited geographic area, and further wherein substantially none of the advertisers compete directly with one another;

(b) mailing the sheet of printed matter advertising to at least one household or business located within the geographic area.

15. The method of claim 14, wherein the mailing is carried out by a third party that is not the major advertiser and not the minor advertiser(s).

16. The method of claim 14, further comprising printing on the sheet of printed matter a reference to an Internet website that contains information from at least one of the advertisers on the printed sheet.

17. The method of claim 16, wherein the Internet website contains a listing of substantially the same advertisers as are indicated on the printed sheet.

18. The method of claim 16, wherein the reference further comprises a code that refers the Internet user to a specific page on the Internet website.

19. The method of claim 14, further comprising providing an article that is removably detachable from the sheet of printed matter, the article displaying the URL for an Internet website that refers to a web page displaying the main and supplemental ads.

20. The method of claim 19. wherein the removably detachable article is a refrigerator magnet.

21. The advertising system of claim 1, wherein only one side of the sheet of printed matter is used for advertising.

22. The advertising system of claim 21, where the ads of the minor advertisers are grouped together.

23. The advertising system of claim 21, where the ads of the minor advertisers are adjacent one another.

24. The advertising system of claim 1, further comprising at least one coupon associated with the major advertiser.

25. The advertising system of claim 24, wherein said at least one coupon is detachable from said sheet and is arranged adjacent an edge of said sheet.