Couponing is traditionally used in print media to elicit a reaction from the reader. A typical example is a coupon that the reader cuts out and presents to a super-store check-out counter in order to avail of a discount. Coupons in newspapers as well as in magazines cannot be considered direct marketing, for the reason that the marketer incurs the cost of supporting a third-party medium (the newspaper or magazine); direct marketing intends to circumvent that balance, paring the costs down to exclusively delivering their unsolicited sales message to the client, without supporting the newspaper that the consumer looks for and welcomes.