Despite technological advances print advertising continues to be a more trusted advertising medium than many others with seven in ten people stating that advertising in magazines features as most important in supporting their purchase decisions. As the customer is not going to be using the goods or services themselves but purchasing them on behalf of someone else they are less likely to be persuaded to purchase something based purely on the visual appearance of the advertisement. Instead they will be looking at how the product or service meets the needs of the end user and whether or not it is superior to the products that they currently purchase.