The VMA Book, as we call it, is a program guide that was handed out at the show. The prior book was strong on eye candy, so this year we decided to do a 360o and have it be about content. We set up a website and contacted our audience to tell us about their lives and their world. We had them send us photos in order to give this concept a face and a strong sense of humanity. Those images contrast a cold slick Mylar cover. In keeping with the notion of content versus design, the design solution was, as you have probably guessed it, simple.