Almost since the advent of the Internet, pundits have been suggesting that at some point people will completely abandon their paper-and-ink ways and migrate entirely to digital information sources and means of communication. But while traditional news sources such as newspapers and television still exist, it is becoming increasingly clear that electronic media are making an impact on how readers obtain their information. In fact, a survey by Zogby Interactive in 2008 reveals that nearly half of all Americans (48 percent) now claim the Internet as their primary source of daily information, up nearly 10 percent from one year ago. It's no surprise that this trend is affecting campus communications and marketing offices, which send out volumes of targeted information. Among those feeling the impact the most are publishers of alumni magazines. However, university magazines find there is no one-size-fits-all solution. By making both media work together, there is an opportunity to provide an even better experience to readers in a more cost-efficient way.