What makes print and print advertising so different and powerful in value? For one, it’s the reader’s mindset. From the turn of the first page right on to the point of putting that piece down, a reader has chosen that print media at that moment in time specifically. Whether it’s Car and Driver magazine, The New York Times or Business Currents, each reader has consciously decided on “it” for the content included and the experience they plan to have. It’s quite a bit different than the billboard ad you passed on I-75 and did not prepare yourself for, or the J Crew “Final Sale” email you received at day’s end reminding you of the Spring close-out specials.