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Media evolution, of course, does claim casualties. But most often, these are means of distribution or storage, especially physical ones that can be transformed into digital bits. Photographic film is supplanted, but people take more pictures than ever. CD’s no longer dominate, as music is more and more distributed online. “Books, magazines and newspapers are next,” predicts Nicholas Negroponte, founder of the M.I.T. Media Lab. “Text is not going away, nor is reading. Paper is going away.”

My audience does things like buy five or ten copies at a time and distribute them to friends and co-workers. They (you) forward blog posts and PDFs. They join online discussion forums. None of these things are supported by the core of the current corporate publishing model.

The industry we knew and loved will not turn around, nor rejuvenate. It has fundamentally and irreversibly changed. Our hope and the salvation of our revenue stream is in creatively adapting and joining the future of information distribution, instead of, at best, jousting at paper windmills.