The company has primarily focused on newspaper inserts, but is allocating a great portion of its advertising budget to television, mobile, email and social media, as well as its newly launched loyalty program.

20152014201320122011
Net advertising spending (MM)$19.3$18.1$18.9$17.6$15.5
Net advertising spending growth6.6%-4.2%7.4%13.5%6.2%
Net advertising spending % of total revenues2.9%2.9%3.0%2.9%2.8%