WHITHER PRINT? 
By Jen McLeod
The cultural revolution of the 60’s and the birth of the Internet in the 90’s certainly challenged the magazine industry, yet it has quietly endured.
In a relatively short history, it has survived many tests of perseverance. But there were numerous casualties along the way.
Why has it been that some magazines will survive and some will fall to the wayside? Knowing this, how can the magazines of tomorrow thrive? One must consider the possibility of a secret formula for success, although it may not be as exacting as that of a recipe found on the pages of Chatelaine.
FEATURE STORY: Survival of the Ad-Less
By Marsha Casselman
“Publishing, I think, has lost its soul,” says Kalle Lasn, publisher and editor-in-chief of Adbusters magazine.
He perceives a loss of journalistic integrity with each “insidious deal” a magazine makes with an advertiser – censuring content in an attempt to please the funding source. He is deeply disconcerted by the lack of fairness he sees, where an advertising contract with a deep-pocketed corporation will keep a magazine afloat and making profits for a couple years, regardless of whether it’s content fails to please readers.
JONI MITCHELL NEVER LIES
By Vakis Boutsalis
Top 10 dental adhesives, top 15 ways to accessorize your walker, fashion magazine cover model – Joni Mitchell. is this the future of Canadian magazines? 
In the next 10 years, the population of Canadians over the age of 45 will increase by 2.85 million, while the number of people under 45 will decrease by about 100 000. By 2031, approximately one-quarter of the Canadian population will be senior citizens (classified as 65 plus). In other words, Canadians are getting older, and the magazine industry better take note. An older population means certain magazines will have to change how they do things.
THE ONLINE EDITION 
By Zoe Szuch
“Hopefully you marry rich or you have a day job.”
Children’s editor Jude Isabella laughs as she says it – in an interview, not as personal career advice – but there’s still a feeling that she’s speaking the truth.
TRENDS SECTION CREDITS
Section Editor:
Section Writers:
Nicole Blake, Vakis Boutsalis, Marsha Casselman, Jen McLeod, Zoe Szuch
MAKE THE SWITCH
By Nicole Blake
It may seem hard to believe, but magazines come from trees! And most often those trees have been around far longer than a magazine could ever hope to exist. The lifespan of a magazine from the printer to the shelves, to the sweaty hands of a teen, to its inevitable disposal (hopefully in the recycling bin) is approximately one year.
Scores of magazines continue to use paper containing fiber from trees found in old growth forests that have been around for more than a century. A study from the Co-op America’s Magazine PAPER Project says that less than 5% of magazines use recycled content, and magazines that contain recycled fiber only use about 10-30% recycled fiber. Fibers from virgin trees are thrown into the mix, and added to a low dose of recycled paper.