In this ever-changing media marketplace where our hand-held PDA can pick up a cellular feed in milliseconds, print media is going the way of the dinosaur, right? Not hardly. Newspapers and magazines might not have video clips, soundtracks, instant interactivity or a scroll button, but they do have readers – loads of them. And for that reason, they have loads of advertisers lining up for column inches. Last year, U.S. newspapers generated $46 billion in ad revenue, and magazines brought in more than $11 billion. Advertisers embrace print because, even with its limitations, it has desirable advantages like easy portability, a longer shelf-life, the ability to target specific demographics, and more space to explain your product.