Even though digital media are dominant, print is still vital. A simple sales letter is still the most effective advertising medium. Print can reach where other media can’t, and with fewer marketers using direct mail, individual mailings become more effective because they are far more likely to be noticed. Print is tangible and tactile. It shows craftsmanship. Are skilled designers may choose interesting papers and elegant finishing techniques (embossing, varnishes, etc.) that convey value and provide a credibility that digital media may not. Also, some audiences can only be reached with print (i.e. some seniors, the technology-averse and some low income demographics. Print is also a great complement to digital media, often used in multi-touch campaigns.