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The web has rewritten the rules of an industry that has been doing the same thing since the days of Gutenberg, five hundred years ago - even if printing techniques and distribution have evolved over time Ever since this revolution began, print and digital have inhabited diametrically opposed worlds The web has a syntax different to that of paper, and vice versa.

After beating paper in the "Race" to deliver information almost in real time, the web has given us the link economy: the sprawling net of hypertext links that connect and give meaning to the growing avalanche of self-reproducing, auto-activating data This is why, including in the Fine Watchmaking segment, specialist and non-specialist publications, as well as brands, should be thinking about making different use of web and print in order to get the most out of both Beyond the obvious - information on new releases, flashbacks, product comparisons, forums, videos, animations and interactive infographics - the web is designed to propose a succession of updated links to lure consumers and readers who, like everyone else in the digital age, have changed the way they read and the way they think.

Nobody would dream of driving a Ferrari across a field just as no-one would pull onto the starting grid at Le Mans in an SUV Because let's not forget: while the web delivers raw information, print is high-end. . Source