In the publishing market for technology enthusiasts, print has almost evaporated. That’s what makes O’Reilly Media’s Make magazine so remarkable. Make was launched well after the destruction of the technology print media had already begun. The publishers thought there was value that print brought to their target audience of tinkerers that couldn’t be reproduced on a Web page. Not that the Internet isn’t important. In fact, most of Make‘s circulation development has been done on line. The publication also hosts a series of popular fairs where readers show off their inventions. But in a market that has largely turned up its nose at print, Make is a notable – and profitable – exception.

In this podcast, publisher and editor Dale Dougherty tells of the counter-intuitive wisdom that led to the creation of the Make brand. The speech is only 17 minutes long, but it will remind you of the value that print still brings to the publishing equation when applied sensibly.