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“I Bet You Read a Lot”

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Print Is the New Black:

In the age of AI and automation, the team at POSSIBLE argue that print is far from dead. In fact, it might be the “new black” in media because it often does what those new technologies aim for—makes an indelible impression on the thoughts of viewers and readers.


Remember the scene in Ghostbusters, Annie Potts tells Harold Ramis, “I bet you like to read a lot too.” Matter of fact-like, he answers, “Print is dead.”

That was 1984.

In the age of AI and automation, the team creating POSSIBLE POV are proving once again the flexibility and impact of print.

While visions of George Orwell and Big Brother run through your head, the rumors of print’s demise have been greatly exaggerated. Print is alive and well — and memorable. Yes, it has gone through seismic shifts. Yes, print news is in decline as more rely on online versions for essential (and nonessential) news and information. Print ebbs and flows — but it always finds its level. And purpose.

Says Rebecca Bedrossian, editor at POV magazine and global content director at POSSIBLE, a digital agency. “Look at the advertising world today. I work for a digital advertising agency. Here, digital reigns supreme while broadcast experts lament the growing number of cord cutters, so you’d think print would lose its way. Not so fast. In a digital world, we have deployed print to make a statement — and an impact.”

“The truth is, print isn’t dead, nor is it dying,” says Tony Aguero, global design director at POSSIBLE. We view print as something that is underutilized and overlooked in this increasingly online world. We use it to our advantage.” Yet, when POSSIBLE began discussions about creating its own thought leadership magazine, Aguero was skeptical. And he was not alone. But, digging in deeper, he and his team found that many fine brands breaking through with print. “Think Red Bull and Airbnb,” Aguero says. So he and art director Paz Ulloa set out to design the digital agency’s print magazine.

Today, POSSIBLE POV in its fourth edition and its creators say the response has been positive. “POV is a conversation starter,” says Aguero, “and a striking leave-behind.” Aguero points out that the ubiquity of digital media, and the advertisers that rely on, has made it a challenge to stand out. Vehicles like POV magazine, he says, can alter that equation and, “do some heavy lifting.”

POV’s most recent edition focuses on customer experience, with a few notable exceptions.  The theme influenced the publication’s design, presenting an opportunity to make changes to the format. Once a large folio piece, the new magazine design is 8.5 X 11 inches, making room in the budget to both increase the number of pages and move to perfect-binding. An embossed cover and washes of PANTONE 877C add  impact both tactile and visual impact.

Rebecca Bedrossian is a former managing editor at Communication Arts magazine whose love affair with print began many years ago. “I am defiantly pro-print,” she says. “I am still one of those people who likes to touch, hold and interact with the printed page. And I like to keep those publications that both inform and delight. That is our aim with POV.  We want people to not only read it—but keep it.”









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