2005 PUBLICATION PRINTING Outlook -- Readers Paying the Price

Husni is less bullish about the outlook for business magazines, though. "Competition—from the Internet and direct marketing, in particular—is forcing these magazines to start thinking about change, as well. Publishers have to begin thinking in terms of controlled paid circulation," he says.

"If you are offering something that business people value, even if they've gotten it free for 20 years, they will pay for it. If they are willing to pay $200 or $300 for a newsletter with eight pages, what would they pay to get a full trade magazine? The value of the content should be charged to the reader first, and then to the advertiser," Husni concludes.