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Theories are often rooted in paradox. We observe something that defies an assumption, and then we study it to discover the forces at play. (Take, for example, wave-particle duality.) The natural process of inquiry that drives the scientific method, as it turns out, also drives print publishing. Take, for example, print-digital duality. We have observed that as digital communication becomes more prevalent, more people remain loyal to print subscriptions of Photonics Spectra.
We started studying this phenomenon about eight years ago, with something called an “Ad Action Survey.” Our methodology: Randomly poll 50,000 subscribers each year and learn about their habits, preferences, attitudes, and actions. This year, as the…READ MORE