Imagine that you are looking for tenants. Typically, you go to the websites of flea markets (e.g., Craiglist or Kijiji) or newspaper. You rarely pick up and open the classified section of the printed newspaper.
However, I recently met a funny ad in the classified section of the printed Washington Post and, thanks to it, enjoyed the newspaper a lot (see below). I enjoyed this ad because I did not expect to meet a humorous ad on the printed newspaper which is supposed to be serious. If I meet the same ad online, I might not laugh because online websites are not as serious as printed newspapers. Contrast works! 🙂