Most format decisions get made for the photo.

Six brands printed newspapers this season, and the choice is worth reading closely. Event Marketer counts Gray Goose at the US Open, Hot Wheels in Venice, SheaMoisture across five HBCU campuses, Disney on a six-city pop-up tour, Amazon at Cannes, and Dove on the Charli xcx tour. Disney's ran past 90 pages with Emily Blunt on the cover.

A printed paper does something a screen in the same footprint cannot. It has to be picked up. It gets carried out of the room, read later, left on a desk, handed to someone who was never there. The activation keeps working after the attendee leaves, and the brand gets a physical record of who stayed long enough to take one.

Most format decisions get made for the photo. This one was made for the hour after.