BENTONVILLE, Ark. — Wal-Mart Stores is No. 1 when it comes to freestanding insert activity, circulating 2.5 billion pages for the first half of 2012, up 82% from the same period last year, according to according to Kantar Media.
Rounding out the top 10 FSI retailers were Walgreens (which moved to second from No. 4 in 2011), Target, Family Dollar, Dollar General, CVS, PetSmart, Kroger, Safeway and Publix.
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Among other trends, H.E. Butt Grocery Co. jumped from a rank of 27 in the first half of 2011 to No. 16 in the first half of 2012 — the largest leap among the top 20 retailers. Family Dollar more than doubled the number of pages circulated to rank fourth in the first half of 2012.