That the electronic media is a real threat to print is a foregone conclusion. What is interesting to note is that the same electronic media (e.g. Google), is building business models which takes advantage of this position (by marketing print ad space). Even as many dailies are embracing the online medium, some quite successfully.

In the face of competition, the print medium continues to innovate - with niche publications in multiple forms. . .

Magazines Sold with FMCG Products
This is the latest innovation in print media.

Australian print publisher Modern Media Concepts is about to launch the world's first mini-magazine which will be sold along with branded products. The debut is slated to be a pocket-sized magazine titled "iLove", which will be attached to a 600 ml bottle of 'mineral' water. It will target females in the age group of 18-25 (Source: www.ferret.com.)

The patented (no less!) concept involves designing of small magazines that will be distributed via grocery channels rather than traditional magazine channels. And for the most part, the products are expected to fit into the FMCG category.

Modern Media Concepts plans to follow up with a mini magazine for men - tied to on iced coffee next. This will be followed by a children's magazine. And so on. (As long as there are enough sponsors/advertisers, we presume!)

The large circulation, pocket-sized magazine distributed through a grocery channel is a unique concept, which may (who knows?) help boost the magazine industry.

Consolidation of Local Newspaper Editions  
For the past few years, newspapers have been adopting this innovation to face the threat of the electronic media.

Since each successful newspaper edition is a local phenomenon with a strong link with local citizens, it is no surprise that more & more newspapers have been adding new city editions.

Many have even added supplements dedicated to each suburb / locality. Going a step further, newspapers have taken advantage of their relationship with readers coupled with their 'local presence' - to organize events which are synchronized with their editorial (or is that advertorial?) content for the benefit of brand marketers.

This has progressed in some cases to the newspaper tying up with local outdoor sites - to offer a packaged deal for local promotions.

Meanwhile, some Satellite TV News Channels are also seriously emulating newspapers by going local.

Online Selling of Print Ad Space 
Online firms like Google, which (some say!) is fast morphing into a massive ad network - have been tying up with the print media to bid for online sales of (unsold) inventory.

Now, the print medium in general is under tremendous pressure for sales - no small thanks to the same electronic media including the online media! This results in low rates and unsold inventory. So it does appear to make sense to invite the same online ad networks to sell their unsold inventory!

Of course, there will be problems - for one, the rates are bound to be meagre. Then there are ad quality problems - in terms of objectionable ads as well as poor creatives (from marginal advertisers). All this may make the publication appear tacky - 'inviting' media buyers to lower their mille rate. Further!

The Final Word
One can already experience 360 degree local promotion platforms involving newspaper editions, events & outdoor sites. And it is not hard to imagine the pocket mags filled with redemption vouchers & product ads.

It is clear : the print medium is not about to give up its position without a fight!