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The Power of "Swimming"

Readers of consumer magazines have lately been seeing some very clever and timely print ads from the Magazine Publishers of America (MPA).

The campaign, “The Power of Print,” was launched in March 2010 in more than 100 consumer publications. (Ironically, the print campaign was introduced by the MPA via You Tube).

The fundamental message in this effective campaign is summed up in the headline of one of the campaign’s ads: “We surf the Internet. We swim in magazines.” The ad goes on to observe that the Internet is exhilarating, it grabs you, it’s impulsive. Magazines, on the other hand, are immersive, enveloping, and embracing. And both media are growing. In fact, during the 12-year life of Google, magazine readership actually increased 11 percent. “What it proves, once again,” the MPA reminds us, “is that a new medium doesn’t necessarily displace an existing one. Just as movies didn’t kill radio. Just as TV didn’t kill movies. An established medium can continue to flourish so long as it continues to offer a unique experience. And, as reader loyalty and growth demonstrate, magazines do. Which is why people aren’t giving up swimming, just because they also enjoy surfing.”

Since we launched in 1994, Packaging World has worked diligently to deliver to you the “unique experience” mentioned above. The Internet has brought opportunity for us to evolve into more than just a business-to-business print magazine and become an integrated media source that will deliver content in whatever format our subscriber chooses. And it all starts with a packaging knowledge base that is second to none in packaging. To remain relevant, with this issue you’ll notice a fresh new look to simplify your experience and connect more with our Web site, We’ve introduced in our new design many cross-links to more information and videos on our site. We’ve also combined new products in a new department called Packaging Innovation (page 16). You will note we’ve streamlined the writing in this department and offer a convenient “” link to more extensive write-ups on our site. We have also converted our popular Shelf Impact! supplement into a more in-depth quarterly branded section that will bring strategies for packaging design to life (page 85). Throughout Packaging World, you will find it easier to link to more information, either on or directly to suppliers’ sites. And, you’ll notice a much more “open” feel to the magazine.

Look for more this fall as we launch the new We’re also unveiling a robust new online directory, and we’ll continue to invest in digital technology for mobile devices with technology that will enhance both your print and Internet experience. While we want you to continue to surf for packaging innovation, it’s just as important that you continue to swim in our print publication for the information you need to do your job better. We always value your feedback, so let us know what we can do to improve and remain relevant to you. Meanwhile, enjoy the water!

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