What will save magazines? Coffee.

(click ad, scanned from Sports Illustrated) Solid analogous argument from the magazine industry on why magazines will survive—they taste richer and fuller than the Internet, or as they derisively call it "instant media" (which is a positive term to me). Previously in their Power of Print® campaign, the industry wrote us a dull ransom note ad to try to recover some of their lost money. Now, they ask us a ridiculously irrelevant question. But hey: maybe the marketing director of Maxwell House or Sanka will see the ad and slightly increase their print budget? Magazines—forever terrible at advertising themselves. Campaign by Y&R NYC.