I work for a travel client who still publishes a print magazine. At the same time we are increasing their digital presence, we are looking at how to improve the magazine for those who read it and get value from it. I described a situation that is the opposite of interruptive marketing. The magazine comes in the mail and it makes it inside. Someone is flipping through it, while standing at the kitchen table. What does it take for something to capture their attention so they sit down and really read the magazine?