You might be surprised, once you start looking into it. A number of studies show that people behave differently when reading print media than they do when reading digital media. Print ads have a larger impact on the consumer. Print ads are likely to stick with a reader. There was once a study at Penn State that tested a person’s memory of online and print ads. At the end of the test, it had become apparent that print ads stuck with the consumer easier and they were able to recollect those ads much better. Print advertising can target certain audiences more. With print advertising, businesses can choose exactly where they would like their ad placed. Demographic breakdowns for locally owned business can be a great example of this. They go even farther to help businesses target the right people by targeting specific cities and incomes. They also target specific home ages to best suit the business that they are advertising.