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The Fine Print

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Print may be an old medium, but it has a lot to teach cutting-edge creatives about advertising, says Jack Supple, chairman and chief creative officer at Carmichael Lynch in Minneapolis. "TiVo allows viewers to ignore commercials; in print, you've always been able to do that, just by quickly turning the page," says Supple, a juror for the Kelly Awards, to be handed out in New York on Thursday by the Magazine Publishers of America. "If you can stop people for a moment and give them that quick brand experience—where they enjoy the experience—it really works." Supple would know. CL has been a finalist in the Kellys—which honor magazine campaigns—for 18 of the last 19 years and twice won the $100,000 Grand Prize, in 1994 (for a Schwinn campaign) and 2002 (Harley-Davidson). Adds Supple, "Most of magazine advertising has to be a flash card, the essence of a brand in print." Here's how five of this year's 25 Kelly finalists put that essence on the page.