It's a known fact that print medium is getting squeezed (for their share of advertising budgets) between the power of the emerging new digital media that promises interactivity and TV that provides entertainment. Magazines have to get innovative and adapt to this new reality.
Magazines have a huge opportunity to turn their content into a brand experience . Take a look at what Cooking Light has done. The readers who are avid cooking fans, got themselves together to form Supper Clubs. The recipes in the magazine are cooked as meals and the readers then dine together! A reader organized this club way back in 1999 and today Cooking Light has hunderds of such clubs. The magazine's website now has message boards informing readers about the club and brands like McCormick & Co. sponsor these clubs. The opportunity for sampling, taking a feedback etc. is something no brand will want to give away to competition!