When you are on a plane at an altitude of 10,000 feet, you resort to it. During those long wait times at the doctor's office, they are ready and waiting for you. During those somewhat informal, yet somewhat professional conversations, it is always useful to say that you read about a given subject in last weeks' edition. For companies and institutions that need to communicate and interact with certain audiences, there it is, attractive and well wrapped, at the fingertips of clients and associates. In case you did not notice, we are talking about a format that has permeated our routine and reading habits for decades: magazines. According to a survey carried out by the Brazilian Association of Magazine Publishers (ANER), magazines are read when you are alone, concentrated, paying maximum attention. The reader chooses when he will be impacted and, in this way, advertising becomes content. Magazines communicate efficiently. They establish regular dialogs with their readers and influence their…