PSYCHE.

Butterface is the first face of the new Power of Print Campaign–an effort of major magazine publishers to lure back advertising dollars that have been lost to the web, The Wall Street Journal reports. An estimated $90 million of ad space has been donated for the campaign, –and the first advert will feature Butterface in a two-page spread titled “We Surf the Internet, We Swim in Magazines.” ESPN The Magazine will be the first to run the campaign.

“The Internet is exhilarating,” the ad copy reads. “Magazines are enveloping. The Internet grabs you. Magazines embrace you. The Internet is fleeting. Magazines are immersive. And both media are growing.”

The essay argues that magazine readerships has grown 11% during the 12-year lifespan of Google. Just as TV didn’t displace movies, magazine use is flourishing. “Which is why people aren’t giving up swimming just because they also enjoy surfing,” the ad concludes.

It’s too bad they didn’t consult me on this campaign. My vision would’ve looked more like this:

Via ONTD