Belgian newspapers show their hold on readers attention

Towleroad points up this cute video.

A coalition of Belgian newspaper publishers called Newspaperwork proves that their publications CAN hold readers attention, even in this digital era.

From the YouTube description: "On behalf of Newspaperswork, the marketing platform for all Belgian newspaper publishers, we gave three top advertisers a free ride in a chauffeur-driven car. So that, for once, they could read their newspaper in peace and quiet. And they kept on reading. Despite the fact that we provided more than enough to distract them...."