The reason it’s so difficult for people in traditional industries to embrace new models online is that the transition isn’t structured in an orderly way.
The new business isn’t the same as the old business, just with computers.
People look at PCWorld magazine and they say, "that will never work online." And they’re right, it won’t, because the business is organized around print and monthly or weekly editions and display ads and a sales force and …
"Our business will never work online."
And they’re right.
"But that’s a special case!"
Exactly. But the New Yorker was a special case too. There are plenty of topics that couldn’t support a magazine the way the magical mix of this magazine could.
Real estate online is a special case. Classifieds. Coaching. Commerce. Directories. In fact, everything online is a special case, different rules, different economics, different expectations.