Publisher's Paradox: Change What You Print

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Paradox: As publishers, we blame our consumers’ changing content consumption habits for the decline in print subscriptions, but we are not changing what we print to reflect our audiences’ evolving content consumption behavior.

What’s In A Name?
In 1920, The Hudson Bay Company (a Canadian department store) debuted the first issue of its company magazine: The Beaver. The magazine, initially devoted to “serving the interests of those who serve The Hudson Bay Company,” evolved over the past ninety-four years into a Canadian history magazine owned by Canada’s National History Society.

As the digital world evolved the publishers of The Beaver noticed an increasing decline in interest for its digital content.

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