Magazine article ADWEEK

A Blueprint for the Future: MPA Imagines the World of 2105 through Magazine Covers

Magazine article ADWEEK

A Blueprint for the Future: MPA Imagines the World of 2105 through Magazine Covers

Article excerpt

Whatever people are obsessed with in 2105--galaxywide obesity, the hit TV show Desperate Robots, a Cubs World Series victory--the Magazine Publishers of America believes print magazines will be there, and be better than ever. In a fast-digitizing world, that may not be a sure thing, but the MPA is bringing its vision to life in a grand, fun campaign that uses fake magazine covers to imagine how the world will look 100 years from now.

Wrapped around Time's March 7 issue, for example, is a March 7, 2105, cover that shows what look like mechas from A.I. and the line, "Android fights: Is owning one unconstitutional?" That's slyly counterpoised with other plus ca change items: "Galactic court debates Roe v. Wade"; "Dow hits 500,000"; "Deleting depression"; and, perhaps scariest of all, "Tracking coffee smugglers." Inside, the MPA explains itself: "No matter how things change ... or how complicated the world becomes . …

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