"Print brands are going to continue to live, but the distribution channels are certainly changing and so is the content," said Latha Sundaram, a senior vice president at Starcom Worldwide, an advertising buyer.
"There's a head start the online or print brand has in coming to the app store," Mr. Spero said.
The Independent print brand has proved to be remarkably stable and still significantly punches above its weight as a UK and international news brand".
So while many savants have suggested it is as easy as dumping the print brand and its associated costs, the Web footprint of something called "Newsweek" is small and represents a tiny fraction of the revenue.
But many CEOs and editors have clung to the virtues and values of a parent print brand and hesitated before unleashing what they fear will be potentially unruly, contradictory, digital offspring on the world.
HP will indeed split itself into two companies, with its corporate hardware and services division becoming Hewlett-Packard Enterprise under CEO Meg Whitman, and HP Inc. becoming the PC and printing brand, with new initiatives like 3D printing spinning up, under Dion Weisler (Whitman remains as Chairman of the board for the consumer company, too).
Admittedly, any post-print brand trying to make a case for a paperless digital future has to convince a skeptical audience.
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"Hachette has done the hard yards in developing digital platforms while NatMags were behind the curve," says Adam Crow, head of print brands at media buying agency MediaCom.
