If you’ve recently opened a current issue of your favorite magazine you may have noticed that publishers have taken off the gloves in an effort to prove that print is still viable. NYT.com’s Jeremy W. Peters reports that magazines have adopted a more aggressive approach in their defense of the print medium with an ad campaign that attacks the merits of the Internet. In a two-page layout headlined by the statement “This is not the Internet. Feel free to curl up and settle in,” the pro-print ad shows a woman laying on a hammock on a beach and emphasizes the simple nature of magazines compared to distraction-heavy digital content.
Although many of the magazines carrying the ad have digital counterparts, the ad’s chief creator and president of marketing for Hearst Magazines Michael A. Clinton believes that people must remember that print still carries its weight in the industry:
Magazines didn’t have a consumer problem; they had an advertising problem. We have to be delivering our content in different ways, but in a continually digitized world, the interesting thing is the passion people still have for the print product.
Although the anti-Internet element surfaced only recently, the overall campaign began in March. The ads are designed by Y&R New York and have appeared in Hearst, Time Inc., Condé Nast, Meredith, and Wenner Media titles.