Business 2.0 is leaving us for good. We're sorry. We were unfaithful. We googled other news online, hung out in blogs, spent Saturday nights at Facebook. Somehow you found out, and now you're gone.
The whole print-is-dying thing is real, but only in some quarters, we think.
The best way to predict print demise is to ask media planners to pull a Mediamark Research (MRI) run on target readers' "consumption preferences" of media. Every year MRI interviews 26,000 U.S. consumers in their homes to get detailed predictions on how they use 6,000 product categories, including web sites and glossy mags. If a magazine's base under-indexes on print and over-indexes on web, you may be in trouble. Business travelers, for example, "over-index" heavily on web usage and are only moderate users of magazines -- so glossies with web subject matter targeting business folk should see circs fall as their readers continue to migrate to the web.
If the magazine scores very high in media consumption among the target demo, it should have legs. Young mothers check the web only once a day, and are heavy consumers of magazines ... so In Touch should be here for a while.
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