Catching the essence of the offline newspaper in an ad!

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A perfect take on the essence of reading the newsPAPER.

As Scott Karp writes in post on the Publishing 2.0 blog:
Fixing Obsolete Newspaper Circulation Marketing: A Challenge To The Washington Post

“But what if the Post told me that reading the print edition was not only a way to unplug, but also a thoughtful complement to the breaking news I’ve been consuming online round the clock? And what if they actually published a Sunday edition that wasn’t jam packed with information I could more efficiently get online, so that I didn’t have to feel guilty about dumping most of it right into the recycling bin? What if instead they stripped down the Sunday edition and designed it for the type of unplugged relaxation and reflection that I’m seeking?”

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