The Fine Print

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.”