That’s correct. Wired Magazine, the archetype of what it means to be digital, publishes a print magazine several (six?) times a year.

It’s surprising. It would be like if the “Luddite Newsletter” was only available on TikTok.

But the surprise – something that doesn’t fit – is what makes it interesting. It’s more or less what makes the punchline in a joke work.

Too much surprise and you muddy your brand and confuse people. Once in a while and you get their attention.