2005 PUBLICATION PRINTING Outlook -- Readers Paying the Price

"Advertising will continue to be important, but we can't go back to the days when most of a publication's revenues came from advertising," Husni continues. "Advertisers have more options, so they are getting more demanding in terms of accountability, reach and results."

A natural consequence of focusing on circulation revenues is the comeback of the newsstand as a force in the industry, he adds. Though still the exception, publishers are even experimenting with newsstand-only magazine launches like Time Inc.'s All You, which is distributed through Wal-Mart stores.