To many, the absolute collapse of the magazine industry in 2009 may seem stunning. What is stunning to me is that the industry didn't see it coming and take steps to avert this collapse. Once again, another industry can only see a year ahead and thinks that a down year - 2008 - would be followed by a flat or up year. Historically in the advertising business that has been the career experience of the senior executives, so why not look to the past?
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