A couple of weeks ago, Geospatial Solutions declared its final print issue. But as described in my previous post, the publication is continuing its efforts online. Last week, my latest issue of GeoWorld arrived, which upon reading the opening editor’s page I quickly learned it is now “the sole GIS-centric publication in print.” The article continues to explain the importance of print media, with its “sense of permanence” and part of an “integrated media” approach involving online and print. Whoa! Apparently #2 made a big mistake turning off the presses. (Integration note: the URL for GeoWorld is geoplace.com, not geoworld.com)

Are congratulations in order for GeoWorld? Or is GeoSpatial Solutions merely following a business trend that is inevitable for niche industry publications? GeoWorld has 25,000+ print subscribers but only 12 advertisers in the October 2006 issue. Assuming most of the subscribers pay nothing, most revenues must come from advertising. On the surface, being the sole remaining independent GIS print publication means advertisers have no other option now. But GeoWorld will have to convince its advertisers to remain invested on the print form, while everywhere we look advertisers are shifting money away from print to online and other media forms.

Perhaps the GIS buyer is a tough audience to reach any other way. However, as the market expands beyond specialists (and no one is arguing whether it is expanding, right?), advertisers will need to be reaching beyond the specialists. For GeoWorld to grow, it will have to do the same – reach beyond the traditional audience. For that matter, the entire geospatial ecosystem of tools, services, and information providers must address the issue – moving out of the comfort zone to those who don’t “get it” quite yet. Those people are probably not reading GeoWorld or Geospatial Solutions. But they could.