If repetition is the way to get an idea into people’s heads, then D.B. Scott succeeded in letting us know that power of print is far from dead. At the MagazinesEast2009 presentation on the Power of Print, I realized that magazine advertising can have a unique effect on consumers, one that is still unrivaled by their media counterparts. I started thinking about the influence of magazines in my own life and realized they are the one source of information I willingly buy into with my undivided attention.It’s because magazines are a direct reflection of their readers. If you have any doubt, go to the airport where you will find magazine stands thriving on the boredom of passengers looking to fill hours of uninterrupted time. As people settle down, you’ll start to see different personalities appear; flipping through pages, deeply immersed in what Scott refers to as the persuasion zone.

The interesting thing is that we can all relate. Take a moment to think about which magazines you may still have sitting on your shelf because of one great article, a funny ad, or an inspirational column. I grew up right on schedule with magazines such as YM, Seventeen and Teen Vogue, now landing myself somewhere in between fashion forward Elle and health conscious Self. These choices may not seem particularly interesting to you, but they accomplish the one thing magazines do very well – the effective delivery of material that is highly relevant to my personal interests.

Scott notes that magazines require the undivided attention of their readers to focus solely on the content within the pages. Newspapers can be inconvenient. Quite frankly, if you don’t have a large table or wingspan long enough to hold open the pages of a broadsheet for an extended period of time, you’ll find another way to figure out what is going on. The Internet is great for specific content, but can also be very distracting. If I start on one page, I often find myself somewhere completely different within 10 minutes. Television and radio have been around long enough that we can all anticipate commercial breaks, which are easy to switch off, or briefly walk away from until they are over. But if you get up from reading a magazine, the content will still be there. Eventually you will flip through the pages ultimately paying attention to those glossy advertisements strategically placed between the pages – and in this case, why not? It’s easy enough to pass by, yet relevant enough to give a few moments of thought.

So, if advertising is all about engagement and receptivity, then magazines are the answer to finding an ideal audience. Combined with the right resources, magazines have every bit of power to compete with new media as a beneficial tool for advertisers to make a lasting effect on consumer minds.

Collaboration is a huge part of what we do. And creative minds don't always think alike. But that's what keeps things interesting around here. This post was written in cooperation by members of the Trampoline Branding staff.