Small companies using print in advertising can expect their messages to last longer. The yellow pages, for example, are available 24 hours per day and seven days per week. Magazines and newspapers get passed around to other readers. That’s why both magazine and newspaper publishers keep both circulation and readership figures on their publications. A consumer may keep a postcard or advertisement received by mail for weeks before acting on it. Promotional items like bumper stickers, pens, and refrigerator magnets make for advertising that delivers an enduring message.