Local newspapers typically layout advertisements in similar ways, including banner ads along the bottom of the front page containing either individual or stretched ads depending on how much was paid. Additional ads are below the masthead and next to it to fill any white spaces, as newspapers make additional money from companies paying to advertise on the front page to attract readers. Local papers also tend to frequently use the same companies for ads and include more ads on the front page depending on the location and target audience, using ear ads inside as space fillers. People often buy newspapers for coupons and vouchers from companies, so papers with more ads are more likely to be purchased.