The world is not what it used to be. The days of mass-market print publications are in rapid decline, and the new era of social news is rising.

It is the shift, from print to digital and beyond. But what is "the shift"? What is the next step? Is there a future for traditional publishing?

The short answer is that the future look brighter than ever, but it is not the same as before. The next step is not from one thing to another. The next step is really "do this instead of that".

In this book, I will take you on a journey from where it started to where it is all going. It will help you understand just what the shift is all about, and why you cannot digitize your analog products.

The shift is changing the very foundation of why we publish and it is creating a new foundation with a new form that disregards all the old business models.

This shift is not about the format. Creating an iPad app instead of a printed magazine is not going help you. You need to change what you do and why you do it. The readers have assumed direct control. They are the new Kings of Publishing.