@editormum - I agree with you 100%... it's the retailer's job to check, re-check and triple check their ads. Seriously... if I the average reader can look through an 8-page circular in a few minutes, how much longer can it possibly take to read the ad thoroughly enough to double-check the prices? Maybe an hour? It's well worth paying an editor an extra hour's pay today, to avoid hundreds or thousands of dollars in lost sales tomorrow.

Heck, if there are pricing errors, maybe the store should honor the advertised price, and then go after the ad agency to make up for THEIR mistake. I bet *that* encourages the agencies to pay more attention to their work!