The acronym "TMC" stands for Total Market Coverage. Produced by the newspaper, a TMC is generally a four-page shell that provides a “jacket” into which single sheet inserts and circulars can be inserted. A TMC is only delivered to non-subscribers of the newspaper; thus, when combined with the Sunday newspaper circulation, a TMC will effectively deliver 100% of the market. As demand for both broader coverage and more specific targeting increases, advertisers can capitalize on the complete market coverage or “slice-and-dice” coverage that TMCs and newspapers provide.