A great piece by Brian O’Leary on the opportunity to grow:

Forget about tablets, apps, physical or digital formats: every issue, nearly 8 million people receive a copy of Game Informer. That\’s 2.6 million more subscribers than Reader\’s Digest. That\’s more than twice the number of copies sold by People magazine.

A generation ago, there was no Game Informer. Today, its circulation makes it the largest magazine circulated in the United States, delivered to an audience that most publishers think won\’t read.

Implicit in the \”high cost, small market\” assessment are two corrosive beliefs: people will only pay what they have paid in the past (if not less); and the market is static, or shrinking. Those untested assumptions lead us to look at a new platform – in this case tablets – as fundamentally an extension of what we\’ve done in the past.

via Format wars.