A South Carolina newspaper is under fire for placing its front page story about a Charleston shooting that left nine people dead -- right below a gun ad.

"Church attack kills 9," reads the largest headline on the Charleston Post and Courier. The text and name of the publication were partly obscured for subscribers, though, by a sticker coupon for a local shooting range.

"$30 gets you everything!" the advertisement promises. "Eye/Ear Protection, a Pistol or Revolver, 50 Rounds of Ammo, an Instructor, a Range Pass and a Souvenir T-Shirt."

Nine people were murdered Wednesday night by a white gunman during a prayer meeting at the Emanuel AME Church, a historic black church in Charleston, S.C. One of the victims was the Emanuel African Methodist Episcopal Church's pastor, state Sen. Clementa Pinckney.

Suspected shooter Dylann Roof, 21, of Lexington, S.C., was arrested Thursday morning for his alleged involvement in what authorities are calling a hate crime. Roof's car featured a Confederate flag on his license plate, and his Facebook profile photo showed him wearing a jacket with apartheid-era patches of the former white-racist regimes of South Africa and Rhodesia.

Family members told Reuters that he had recently received a .45 caliber handgun as a birthday present, and may have used it in the attack.

Charleston's The Post and Courier should have held its gun ad plastered on the front page this morning. #insensitive pic.twitter.com/YWOC1gZQnw — Po Murray (@ponumurray) June 18, 2015

Many were quick to criticize the Charleston Post and Courier for the ad placement, but others point out the newspaper couldn't have known ahead of time what story it would've run next to. It's unclear whether there was an opportunity to "stop the presses" before the error made it to newsstands and doorsteps.

"It was just unfortunate timing," an unnamed advertising department manager told Romenesko. "The ad had already been scheduled."

The publication later released an apology:

As News.Mic points out, though, this isn't the first time an unfortunate ad placement has gone viral on social media.

The Florida Times-Union and the Stamford Advocate previously ran similar gun ads next to stories about shootings in Duval County, Fla. and at Sandy Hook Elementary School in Newtown, Conn., respectively. The Denver Post even had an online advertisement for firearms next to its coverage of the Aurora, Colo. movie theater shooting.