In the digital age, very few believe in the power of magazine journalism. Most magazines are struggling to survive. A fresh journalist would hardly opt for a career in existing magazine brands.

Magazines, in fact, were the cultural icons of our times. They are now struggling to make transition to the digital world. They had highs in the last fifty years. India Today, Illustrated Weekly, Sunday, Business India had captured public imagination. Their feature articles made a deep impact. Business World under Tony Joseph made a remarkable turnaround. Most publishers since the concluding part of the first decade of the millennium have shifted to the newspapers.

The existing magazines must focus on most important events of our times. Instead, they believed in delivering immediate news. In other words, they ignored new significant agenda, and focused on news agenda.

In the older format, the magazine proceeded on a pacy note. The middle was in-depth. The back changed the pace distinctly. Today, while choosing articles, people have their own choices. It is a more complex world. The news brand, by their analysis, make the world simpler. In fact news media has acquired magazine-like qualities. In past, news media just reported yesterdays news today.

Magazines may make a comeback. The story-telling is changing. There could be a better curated digital experience. In print too, just as vinyl gave traction to music, magazine in new avatar could get traction.

These days news rooms have started building traffic. They want to get digital advertising. The editorial material is data-driven. There is no human curation. Journalists are given traffic targets.

Importance is given to page views. It is a challenge to sustain loyalty. The digital media publish several hundred stories everyday out of which majority of readers, read hardly one or two stories.

There could be new niches for digital magazines with an aim to build strong communities. The issues could be monthly or quarterly print editions.