to happen in the days and sometimes weeks after a suicide is announced. In exceptional cases, such as a widely discussed suicide by a celebrity, an increased level of thinking about suicide may persist for up to one year. Factors in suicide reporting Copycat suicide is mostly blamed on the media. A study conducted in 2002 found evidence for "the influence of media on suicidal behaviour has been shown for newspaper and television reports of actual suicides, film and television portrayals of suicides, and suicide in literature, especially suicide manuals." "Hearing about a suicide seems to make those who are vulnerable feel they have permission to do it," Phillips said. He cited studies that showed that people were more likely to engage in dangerous deviant behavior, such as drug taking, if someone else had set the example first. The Werther effect not only predicts an increase in suicide, but the majority of the suicides will take place in the same or a similar way as the one publicized. The more similar the person in the publicized suicide is to the people exposed to the information about it, the more likely the age group or demographic is to die by suicide. The increase generally happens only in areas where the suicide story was highly publicized. Upon learning of someone else's suicide, some people decide that action may be appropriate for them as well, especially if the publicized suicide was of someone in a situation similar to their own. Publishing the means of suicides, romanticized and sensationalized reporting—particularly about celebrities, suggestions that there is an epidemic, glorifying the deceased and simplifying the reasons all lead to increases in the suicide rate. People may see suicide as a glamorous ending, with the deceased getting attention, sympathy, and concern that they never got in life. A second possible factor is that vulnerable youth may feel, "If they couldn't cut it, neither can I". Increased rate of suicides has been shown to occur up to ten days after a television report. Studies in Japan and Germany have replicated findings of an imitative effect. Etzersdorfer et al. in an Austrian study showed a strong correlation between the number of papers distributed in various areas and the number of subsequent firearm suicides in each area after a related media report. Higher rates of copycat suicides have been found in those with similarities in race, age, and gender