Impoco acknowledged this challenge in an October interview with Digiday and Newsweek.com has since been relaunched.
Nevertheless print circulation still dwarfs the revenue magazines earn online. Online revenues are creeping up, in part because of growing revenues from online subscriptions, as the value of online ads alone diminishes in value. The news magazines in the Pew report made less than 7 percent of their total revenue from online sources, while print circulation made up more than 40 percent.
"The trouble with that digital-only magazine is, one, there is no money, two, out of sight, out of mind," Husni says. He and others contend that the value of a print magazine withstands the digital age, in a way perhaps greater than a print newspaper.
"People let magazines lie on their coffee table for weeks if not months. They don't do that with a newspaper," Jurkowitz says. Adds Husni, "Having something on your coffee table -- you don't expect your friends to come over and say, let me take a look at your iPad."