W ill

the

Internet kill

magazines?

Did instant coffee kill

coffee?

New technologies change many things.

But not everything.

You may surf, search, shop and blog online, but you 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 than their parents.

Rather than

being displaced by “instant” media, it would seem that magazines

are the ideal complement.

The explanation, while sometimes drowned out by the Internet

drumbeat, 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

relationships. They engage us in ways distinct from digital media.

In fact,

the immersive power of magazines 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.

The

Power

of

Print