Advertising primarily consists of direct mail and newspaper inserts, which the company believes continues to be the most effective combination for the near term.

20142013201220112010
Net advertising spending (MM)$11.1$11.1$10.0$9.6$10.1
Net advertising spending growth-0.7%11.2%4.2%-4.9%1.0%
Net advertising spending % of total revenues3.9%4.0%3.6%3.5%3.7%