The Metro Jackson MSA of central Mississippi consists of three counties. Hinds County has the metro's largest population and is the home of Mississippi's capitol city, Jackson. Madison County was one of the nation's fastest growing counties in the early nineties. Rankin County, a rural area for much of the 1980's is experiencing a boom in new retailing and population growth. The Jackson Clarion Ledger is in the Jackson, MS DMA. The Jackson Clarion Ledger offers ROP and insert advertising opportunities in its daily and Sunday circulation. This paper also offers total market coverage (TMC) through a non-subscriber distribution. Echo Media has direct relationships with over 7,500 newspapers providing tremendous local coverage.