Frank Moss, director of the MIT Media Lab, told a Magazine Publishers of America conference last week that magazines, as a medium, won't go away as a result of the World Wide Web. They
are durable and worthy as a concept and cannot be vanquished, chiefly because of the way they create unique bonds with their readers. But they will need to adapt to new technologies.
Mainly, they will need to become increasingly interactive. Reports Kristina Joukhadar of Circulation Management: "It is the concept of digital living that Moss implores publishers to
think about next: a way to take magazines into the hands of readers as an interactive, living thing that will maintain the personal and intimate experience of readers, while allowing them to take the
content out into the world where it can be used to think creatively and learn continuously."
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