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Is Print a zero-sum game? Can print co-exist profitably with new media? Traditionally, print magazines precede their dedicated websites. At Ringier Vietnam, we reverse the publishing process with new titles and publish websites first. The result is a loyal subscriber base, affordable content-generation strategies and a robust database of content to creatively use when we take a digital title to print. The magazine becomes a "byproduct of the brand," a source of revenue and goes on to further market the digital operation. Digital and print are a cycle of mutual support, not a zero-sum game.