The increased reach potential of online advertising is arguable also one of its downfall. For instance, the Internet is huge, competitive and it's unlikely that your online ad is going to be seen beyond readers of a particular website, unless you're doing some heavy promotion yourself. What's more, Internet advertising is easy to ignore or skim over, compared to readers who commit time to reading a hard copy magazine or newspaper. Finally, Internet ads are only seen by those who own and operate a computer, meaning that online-only ads potentially isolate an important group of customers.