Mailed "Mag-nets," or local coupon magazines, are direct-mailed to upscale neighborhoods in major metro areas. These local coupon magazines boast average household penetration of approximately 80%, making them highly viable market coverage options, and are generally available monthly or bimonthly. For these reasons, publications exist in most major markets and offer an exciting alternative to ADVO because of their timely delivery and shelf life. The added benefit of being able to purchase by full market, zone, or even ZIP code in some publications, makes these programs ideal for both local and national advertisers. These full-color, glossy publications are a favorite for restaurants and local services. Additionally, since local coupon offers tend to last one month in these publications, they have a long shelf life. That local value and customer retention is the key to enhanced response for those Direct Response players that take advantage of this media channel. "Mag-Net" is a network of coupon magazines established by Echo Media to allow advertisers to take advantage of the many market-specific, local publications throughout the country. By combining the circulations of multiple market level programs, they become a powerhouse of circulation for large national players without losing the local value they deliver.