Many prominent value investors, such as Warren Buffett and Benjamin Graham, have amassed fortunes by purchasing assets that are trading at low valuations relative to their intrinsic valuation and waiting for valuations to recover to normalized levels. In each of these cases, it is unclear when or if the stock's price will recover, although arguments could be made in either direction. Investors that purchased banking stocks during the financial crisis generated significant returns, while investing in print media companies may have produced losses since the industry has never managed to fully recover from the intensifying competitive pressures. Bottom fishing is attractive due to the greater profit potential relative to fairly valued or overvalued assets. The most popular bottom fishing strategy is known as value investing.