Newspapers also carry a large amount of display advertising. Newspapers generally reach an audience only in a limited area.To bring their message to a larger audience，many who want to put out their ads use national magazines.Many of the techniques of modern advertising were developed in magazine ads.The use of bright colors，attractive pictures，and short messages is all characteristics of magazine ads.The most important purpose is to catch the eye.The message itself is usually short，often no more than a slogan which the public identifies with the product.