“There is more potential in subscription than there has been,” said Page. “If you look back in history, magazines have all three models in place… A healthy model is going to have revenue from all those areas.”
He said while books had not historically run ads, online Google “already sort of does that. I think it makes sense in areas where it doesn't make sense in the traditional world.”
Given that there is no cost to copying and distributing online, said Page, publishers should aim for 'limitless' distribution.