"Slide 19: MAGAZINES PLAY A DIFFERENTIATED AND VITAL ROLE they are a pleasure medium •the tactile nature of print is a key component of the experience •the portability of magazines make them highly relevant in today's mobile society, and "place read" is part of the ritual •there is a true "ownership" of the experience - they own the experience: controlling when, where and how it is consumed - they feel they have a vested interest and an obligation to participate •magazines have a high social currency value - they provide knowledge - they serve as the basis of communities - they are the litmus test of"