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Print Isn't Six Feet Under, Just Interactive
By: Mona Sabbah
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They said print would die, but it seems like it might just be reborn. Neutrogena and advertising agency DM9DDB partnered up with Brazilian weekly Caras to take print to the next level. Since sampling the product typically helps drive up sales, the recent Caras issue offered Neutrogena’s Deep Clean wipes so readers can literally wipe the makeup off of the cover model. In this case, the cover girl was actress Giovanna Ewbank. You can see the magic trick here.

We’ve been hearing it for years: Print is dead. Nobody reads anymore. No one buys magazines. But the truth is that even with all its bells and whistles, the digital world can’t bury print six feet under. Print is real, tangible and physical. You can touch it, interact with it, even use it to stabilize your wobbly night table. When’s the last time your banner did that? An ad that’s in print can kind of live forever. There’s something reassuring and credible about that.

Print is also home sweet home for branding. From fonts to colors, you just can’t beat this kind of look and feel. The oversaturation of pop-up buttons, digital banners, and surprise call-to-actions can really get overwhelming, pushing people to really not even “see” online ads. Unlike print, which allows you a personal, one-on-one interaction with the brand…a kind of “moment,” if you will.

Best of all? When you interact with a print ad, you won’t risk catching a virus!

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About the Author
Mona Sabbah is a Senior Copywriter/Creative Director with over 12 years of experience writing for print, TV, radio, and online. Mona has worked on a number of accounts from The Florida Lottery to Air Canada and Keiser University. You can see some of her work at http://www.miamicopywriter.com/. Find her on Twitter at @miamicopywriter.
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