communication and message delivery. Where a consumer may miss a message in video promoted by ads or audio (A loud noise interrupts, or someone blocks their view) in print the message remains visible indefinitely. Aspects such as size, color and style can be used to increase effectiveness relative to other print advertisements, which is important as despite being a basic media communication channel, print is the second largest medium after television. Traditionally, marketing communications practitioners focused on the creation and execution of printed marketing collateral. Traditional media, or as some refer to as old media, has been used within the marketing and advertising world for many years. Traditional media encompasses conventional forms of advertising media, such as television, magazines, newspapers, radio, and direct mail and outdoor. For many decades, these forms of communication have been the main source for marketers to reach both consumers and other companies. In a world with no internet and the vast world of social media, roots of advertising and promotion lie within traditional media, where there is a more direct, physical way of advertising. Advertising in the form of print is used by businesses in the form of billboards and posters, as well as magazines and newspapers, to get their message across to the target audience. Businesses will usually place a billboard in areas where it can be easily seen and where the target audience will spend their daily activities. Newspapers, magazines and posters are smaller in size and can be found in numerous places allowing the general public to read them. Depending on the product or service that is being advertised, marketers may specify where the majority of their prints may go to, such as advertisements of a new shampoo promoting more common within salons. Print media are highly customizable, varying in print size, font, positioning and color combination. Newspapers commonly use coarse paper and tend to have poor reproduction quality, while magazines can enhance the appearance of a certain product due to the heavy weight gloss paper used which translates color well and offers a long lasting quality and likeability. Magazines function as a frame, a psychological device which manipulates perspective and judgement. For example, Vogue, a leading paid circulation fashion magazine, publishes advertising efforts alongside beautiful imagery and elegant photography, the association of the two communicates respectability and sophistication and promotes the credibility of the brands which appear in the same publication.