So it seems that publishers might have gotten together and realized the business model should rely in part on the very real cache that print has: it is an object. I am emphasizing this to my students in a class i’m teaching on storytelling. How nice it is to see the project in multi-dimension, not as a slideshow flashing by on a screen – but in printed form, a series of lightboxes, what have you – think it up and do it. Because tangible rules in a digital world. Thus the new message touting the “power of print” dreamed up for five publishers: Time Warner’s Time Inc, Hearst, Advance Publications, Conde Nast, Wenner Media, and Meredith.
One ad’s tagline: The Internet is fleeting. Magazines are immersive.
I would have shot that ad as a pair of hands holding a magazine out of a cute art deco black and white bathroom.
Anyhoose, you can read all about it at the Wall Street Journal here.