Nice and smart experiment by Duval Guillaume to prove that newspapers still have their reason to exist. On behalf of Newspaperswork, the marketing platform for all Belgian newspaper publishers, they gave three top advertisers a free ride in a chauffeur-driven car. This way the three executives would have the time to read the newspaper on their way to work. No matter how hard the agency tried, seems like there was no way to distract them.
An amusing way to show how newspapers are still very effective in keeping the attention of those who are reading it (and therefore to claim print advertising still makes sense).
I would argue the content, not just the media, has a lot do with stickiness and attention focus, but still this is a good experiment.