When the internet came on the scene as a threat to magazines and other printed matter, the only way to go was with the crowd and go digital. We can’t stop people from going to the web for entertainment, news and what not. It has happened and it’s a way of life for people, deeply ingrained into people’s routines. When only a certain amount of time and money is spent by consumers looking for entertainment, and the market splits into print and digital, it’s only logical that print will loose some customers. But what to do?

Cancel all print editions and focus all efforts on the digital magazine subscriptions? Maybe not. When new ways of communicating to costumers hit the market, it’s probably a good idea to go with the flow and follow what people what. Why not get the best of both worlds by spreading a business from purely print over into digital as well? Get the people who surf the fast and digital waves as well as those who crave the tactility and permanence of print.


Response to an article by Kristina Loring.