In recent years, analysts have indicated that the era of print will die out as the internet becomes more widely available. To a certain extent, they are right. Since the millennium, thousands of printed newspapers and magazines have transitioned to publishing online or have died out completely. What analysts don’t always see however, is that many publications have seen the shift in technology as a stepping stone to new ideas. Many publications have made their debuts online, avoiding the financial hassle of running a print magazine, focusing on their content rather than the inevitable fate that is being felt by larger publications like TIME Magazine, Newsweek and the New York Times who’s print readerships are falling rapidly. Of course, some publications have been designed to meet this change - Gawker and other blogging sites being particularly good examples - but for others like The Frankfurt Globe, we seem to be awaiting the fates of other magazines before confronting our own.

As a student, I always find the time to admire the work of others (that is before trying to admire my own). Although the historic beginning of TIME Magazine, who had 6,000 subscribers before they’d even published an issue, may be a dream goal, there are plenty of smaller publications who can teach much bigger lessons to novice publishers. One of my favorite examples, and one which I have begun to share frequently with my team, is that of Pictory - an online publication which reaches out to its readers for their own photography to tell personal stories on different themes. Since being founded by Laura Brunow Miner in 2009, the website has attracted the attention of major news organizations but more importantly, thousands of readers who have helped to assemble stories on a broad range of topics from Lost Love to guides of New Zealand, Oceans Deep to stories of the unemployed and international cuisine.

What distinguishes Pictory from so many online (and print) publications, however, is the lack of advertising. Most publications rely heavily on advertising contracts from the world’s leading fashion, automotive and entertainment brands just to ensure that their printed editions break-even. To the detriment of the reader, they plaster their websites with three or four advertisements next to each article, transforming what could have been an attentive story experience into one where many struggle to remain focused on the content in which they were interested.

Last week, I went on a hunt for advertisements on Pictory’s website and only found one amidst pages of stories. Perhaps it was the distraction of the beautiful photography that caused my lack of awareness to ads but I’m quite sure it wasn’t. Of course, this begs the question, how does Pictory (and its owner) break-even as a publication amidst rising prices in the wake of a recession? What can other publications learn from Pictory’s example that can help us tackle our own fates? I think I have a couple of ideas when comparing Pictory with The Frankfurt Globe.

In my view, advertising is ugly and overpriced. Admittedly, there are many who flock to the stores to purchase a dress because a celebrity was caught wearing it for a summer clothing campaign but there is no need - other than the financial benefits it holds for an organization - to separate important and well written stories with such monstrosities. In the age of “new thinking”, many appear to be avoiding creativity and sticking to methods of the past - the use of recycled advertising campaigns.

As The Frankfurt Globe takes a hard look at itself with ever-rising costs for the production of a printed magazine, we must not lose our focus on telling stories and opinions in favour of filling pages with advertisements to cover costs. If we want to be something new and exciting, we need to resist old ideas and inspire ourselves to innovate. The fate of print is inevitable in the modern age. With new thinking however, the fate of news organizations doesn’t have to be.