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In our segment Tombstones for Media, we highlight the demise of print media channels. One of the most significant recent losses is the California circulation of Pennysaver. Over 10.5 million circulation weekly that is now completely off the market. 

When major circulation programs pull of the market, where does that leave those with their media plans set in for the year? Scrambling! Viable replacements for on page advertising are Valassis Shared Mail and the Redplum and Smartsource co-op FSI, but replacing a weekly circulation program with this much scale isn’t easy.

 For insert players, Valassis shared mail, and newspapers combined with their TMC products are the most effective replacements.