Whilst the introduction of digital media altered the traditional media landscape, some argue that it still has an important role to play in reaching consumers nationally and internationally. The author discussed imagery transfer earlier advertising that has been specifically developed or modified for radio can, with creative copywriting, communicate emotion, drama and excitement. To some extent, they offer a degree of catalogue value in that readers can refer back to an advertisement and study it several times, something that is not possible with television or radio; however, few readers would stockpile newspapers today's paper is likely to be discarded today. In addition, as well as the primary readership (generally the purchaser of the publication), magazines can often have a substantial secondary (pass-on) readership. One advantage of cinema advertising is that advertisers may manipulate the cinema environments, such as scent or light intensity, to provide more conducive environment for inducing positive attitudes towards advertisements and higher ad recall.