Will the Internet kill Magazines? Did instant coffee kill coffee?

FANTASTIC ad I found in the September 17/24, 2010 issue of Entertainment Weekly. Love this ad and so I have typed it out below. (Magazines- The Power of Print). Enjoy and Happy Friday!

 

"New technologies change many things. But not everything. You may surf, search, shop and blog online, but your still read magazines. And you're far from alone.

Readership has actually increased over the past five years. Even the 18-to-34 segment continues to grow. And typical young adults now read more issues per month that their parents. Rather than being displaced by "instant" media, it would seem the magazines are the ideal complement.

The explanation, while sometimes drowned out by the Internet drum beat, is fairly obvious. Magazines do what the Internet doesn't. Neither obsessed with immediacy nor trapped by the daily news cycle, magazines promote deeper connections. They create relationship. They engage us in ways distinct from digital media.

In fact, the immersive power of magazine even extends to the advertising. Magazines remain the number one medium for driving purchase consideration and intent. And that's essential in every product category.

Including coffee."