The debate may be new to the school marketing world but not so in the world of business to business or consumer magazines. Think of any big UK brand and you will find that they are now producing a digital magazine. Think British Airways, BT, Tesco’s, Waitrose, M&S, Virgin, Cadbury’s, Boden to name a few. And then of course the traditional magazines themselves are creating a digital magazine, think Homes & Garden, Marketing Week, even “Dairy Farmer” has a digital edition! So just why has the digital magazine arrived and why is it becoming so popular?