Companies, institutions and even individuals often produce their own greetings cards to express their identities or promote their values and the greetings card has become a publishing medium to rival books and magazines as a site where the work of new designers, illustrators and photographers gains exposure to a wider audience. This example, a Millennium card from Evelyn and Leonard Lauder (of the cosmetics company Estee Lauder), reproduces one of Evelyn Lauder's own photographs.