Great post. I think the Fearless Flyer also proves the imctpoanre of content. Most circulars are not only super sales-y; they're also boring just a bunch of prices and specials. And while that's useful, I'm not really that dialed into it. But TJ's circular has interesting meal/recipe tips, and it has that casual, familiar tone that makes it such an enjoyable reach. To sum it up, they made the flyer INTERESTING and they packed it with good content. It's almost like what GQ does in their style sections when you display the fashion products in terms of guides that teach you how to dress for the seasons, for specific occasions, or how to cash in on the latest trends, then suddenly everything becomes content. It could be commercial at heart, or it could be purely editorial, but who cares? It's interesting and relevant at the end of the day.