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Magazine executives spent much of last year telling anyone who would listen that they were taking their brands digital. Now five leading magazine publishers are extolling the “power of print.” They will spend millions of dollars on an ad campaign saying that magazines remain an effective advertising medium in the age of the Internet because of the depth and lasting quality of print, compared with the ephemeral nature of much of the Web’s content.
“The Internet is fleeting. Magazines are immersive,” says one ad, which is slated to appear in May issues of the participating publications. The first spread features a photo of swimmer Michael Phelps with the headline “We surf the Internet. We swim in magazines.”