Semiconductor industry is a remarkable place. Being one of the most competitive industries in the world, change is a daily reality and an intrinsic part of its culture. The renowned Moore's Law is a testament to this.

In a way, for technology journalists who cover the silicon realm, being in the midst of this relentless change is part of the reward. While they enjoy the fun and excitement of providing information on this dynamic landscape, a landmark change is before them.

It's not a secret anymore. Nor is this a tidal wave, a popular phrase in the tech industry often used to symbolize a radical change. In fact, it's been in the cards for more than a decade or so. But it's official now and there is no looking back.

The Internet is now the medium of choice that matches buyers with sellers and provides advertisers with visibility on how their money is spent.

Electronics design engineers and people at large, while seeking necessary information, are far more likely to go to the Internet instead of turning to other resources such as newspapers, radio, TV and public libraries. And the Internet is able to provide them with satisfactory answers in most cases.

With a greater flexibility in cost and operational structure, immediacy of news, and research and fact-checking abilities through search services, the rise of Internet publishing is a no-brainer.

The shift from print to digital publishing is a clear manifestation of what Clayton Christensen famously termed as disruptive technology in his book The Innovator's Dilemma.

According to Christensen, disruptive technologies bring to market a very different value proposition than had been available previously. Products based on disruptive technologies are typically cheaper, simpler and frequently, more convenient to use.

In another bestseller Only the Paranoid Survive, Intel Corp.'s former chairman, president and CEO Andrew Grove calls it a strategic inflection point. Grove defines strategic inflection point as a time in the life of a business when its fundamentals are about to change. According to Grove, when a strategic inflection point hits, the ordinary rules of business go out the window.

Digital content is inevitably going to change the publishing industry, and it is leading to all sorts of questions. How will the so-called "new media" impact trade publications and the way editors and reporters at these publications work? And what will be the future of print media?

Despite the death sirens of newspapers and other forms of print, it seems print will remain as a mature and powerful media for now. However, all the vital signs show that the predominantly print-centric trade publications are now adjusting to changing circumstances.

Consequently, it has become imperative for editors and reporters to develop new skill sets. These include content aggregations skills and a grasp of recently launched Web 2.0 applications.

It seems that 2008 will be the year of online publishing as the industry ponders upon new online models in the flat new world. While we are committed to maintain the quality of our print editorial, to be able to serve our community better we also aim to bring a renewed focus and energy to our online services. Stay connected.

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