Print media is filled with black ink on white pages, which is why the October 6 issue of the Daily Mail magazine surprised many viewers. This issue, replaced every black dot in a period, colon or semicolon, and even the dots above the letter 'i' of 'j' with with brightly colored variations.
By the end of the issue, EIR, a mobile telecommunication company elaborated on the intricately detailed stunt, with a headline that reads "No More Black Spots" followed by a description claiming "At EIR, we don’t like black spots. Which is why we’ve gotten rid of them in this magazine." The clever campaign was able to draw attention to its services, while eliminating the technological jargon involved. Like the ad explains, the WiFi offered through the company, promises users won't have to deal with black spots in its service.