Echo Media has established an insert program through a network of national retail circulars. Generally, these circulars are direct-mailed to small towns (C & D markets), where shared mail programs, such as ADVO, do not exist. This provides national direct response advertisers with a perfect media opportunity to insert their pre-printed pieces at a fraction of the cost of solo mailing, while reaching previously inaccessible households. Some retailers use their own client database as their mailing list, while others simply saturate the area surrounding store locations.