This is the question that everyone has been asking about for the past 8 to 10 years. Much talk is out there on when all print publishing companies will ditch the paper and exclusively move to the digital world. Consumers no longer want to have their fingers turn black when flipping through a newspaper on an extremely crowded subway car at 8 am. After all, we have been saying for years "let's save the trees"; so here you go! We are now moving on to a new trend: keeping our fingers always attached to a keyboard or a touchscreen.

If I were to ask among my peers how many of us still read physical newspapers or magazines, I highly doubt that more than two people out of ten would raise their hands. Somehow though, if I ask them about a story I found on Facebook, which connected me to "The Huffington Post" website, I am pretty sure more than half my friends would respond "oh yeah I saw that". This is something I experience almost every day with my boyfriend; I lose all my excitement since I know I am done telling my story.

I have to admit, I still buy magazines but the truth is that I don't really read them. I have a subscription to Marie Claire and at the beginning of every season I buy Elle and Vogue. I receive tons of catalogs in the mail. Anything that stands out to my eyes, I nicely stack it on my coffee table. If I find myself to be extremely bored, I pick up one of those magazines and take a look inside, but for the most part I go online for fashion inspirations and to learn more about current trends.

What does this shift from traditional to nontraditional media mean for business though? There are still plenty of organizations who believe that TV, newspapers, billboards, and PR are effective advertising and marketing methods, while others are abandoning them. The answer to this dilemma is "it depends"; it depends on your customer and what you are offering them. I find that some companies that move to digital struggle with the content they publish. Most websites lack customer reviews, technical information about products, and an easy way to get answers (a FAQ page is no longer enough!). Companies need to provide an exceptional online customer experience. If you think it is easy to walk out of a store, it is way easier and faster to click on your competitor's website.

Did everyone forget the KISS rule? Remember, it's not how much you write, it is what you write. Content is King.