Greetings!
I attended high school in the early '80's and during that time experienced the explosion of MTV music videos - big hair, costumes, loud music, etc. Video, it was touted, would kill the radio star. It is a little scary looking back, but we know how it turned out. Video didn't kill the radio star. Instead the two mediums evolved and over time enhanced each other.
This theme has continually been repeated. New technologies would kill "older" ones - color television would replace the movies. The VCR would kill TV. And now, the Internet will trump them all, especially print.
Yet, we are finding print has value and attributes that are not easily replaced by the Internet. Magazines, for example, continue to grow and provide an invaluable resource for your membership or message. They establish an emotional, sometimes personal, bond or relationship between your message/story and the reader - Ultimately, a powerful link to your organization. The Internet, while definitely important, lacks in this area and is not a replacement for print in many ways.
In this issue of Mercury e-News, we detail some interesting facts around the mis-perceptions of the state of magazines and other print products. We hope you enjoy it and as always appreciate your comments.
Sincerely, Richard Lightfoot
Executive
Vice President
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