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Jonathan Simpson-Bint's Future Network USA survived a near-death experience in 2001 when it shuttered six magazines it had launched primarily off the ad revenue of Business 2.0. Today, Future publishes 12 special-interest magazines, including Mobile PC, Guitar Player and PC Gamer. Mr. Simpson-Bint, 37, is Future's president.

"The British magazines do things with incredibly small teams, and there's an incredible amount of creativity and risk taking. The British are able to get away with it. They are not as dependent on advertising, so they can take a lot more risks.

"Someone sooner or later- I hope it's us-will figure out in the next five years and will have, on the newsstand, a magazine that is a DVD. It'll be a magazine on a DVD selling 250,000 copies, and people will love it. DVDs are such a fantastic medium. The ad dollars are there. The willingness for consumers to accept the medium is undoubtedly there. But no one's quite figured out the content yet. In Europe there are a couple-I think in Sweden there's a snowboarding magazine, which lends itself quite well to that format. There's not an analogue in the U.K. that I know of.

"I am not a fan of Zinio ... The whole point of a magazine is it's a magazine. To reproduce it in a digital format is neither fish nor fowl. There are guys in Norway who have a Web site that behaves in a way like a magazine, but at the same time, a little bit like a Web site, too. If you go to, you'll be able to see it. It's a music and games magazine. They're friends of ours, and theirs is a very interesting solution."

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