The Internet is exhilarating. It grabs you. It’s impulsive.

But…

Magazines are enveloping. They embrace you.  They are immersive.

That is the message going out across the land on the heels of a major promotion aimed at reminding the world – especially the alien occupiers of our planet known as Young People – how wonderful magazines and newspapers are and how much we would lose if they were to succumb to the forces unleashed by the Web Revolution.  The campaign brings together rivals who recognize that, in Benjamin Franklin’s phrase, “We must all hang together or, most assuredly, we shall all hang separately.”

“Together, we can change the conversation about magazines and share what we in the business know to be true: magazines are relevant, play an important role in society and have a strong future ahead,” says Ann Moore, chairman & CEO of Time Inc. “This campaign showcases those messages of relevancy and longevity.”

The press release, which you may read in full here, uses some persuasive metrics to drive home its point:

• Magazine readership has risen 4.3% over the past five years
• Average paid subscriptions reached nearly 300 million in 2009
• Adults 18-34 are avid magazine readers. They read more issues and spend more time per issue than their over-34 counterparts
• During the 12-year life of Google, magazine readership increased 11%
• Magazine effectiveness is growing. Ad recall has increased 13% over the past five years. Action-taking—based on readers recalling specific ads—increased by 10%.
• Magazines outperform other media in driving positive shifts in purchase consideration/intent.

One reason to return to print reading, omitted from these talking points, is that it’s good for you, especially for young minds, which a number of scientific studies suggest may be compromised by the distractions of screen reading and viewing.  (See Watching Books and The Medium is the Screen. The Message is Distraction)

The magazine industry’s message is one we believe in and promoted in countless postings. Though the promo doesn’t include print books the implication is unavoidable. If you’re not sure, watch the video and say “book” every time you hear “magazine”.

RC