Brilliant adverts make the audience want to interact; sometimes they make you want to sing.
Successful magazines attract advertising. Successful advertising enthrals readers. This healthy, symbiotic relationship makes the publishing world go round.
Flat, static ads lifted from print and dumped in touchable, interactive digital magazines do not allure. They give the impression the brand does not care. They disenchant.
Playful, insightful ads add to the audience experience. They bring pages to life. They make the brand relevant. They intrigue. They feed the symbiotic relationship.
When advertisers and publishers get this, magazines of the future will sing.
And so will I.