real and mythical devices bent on saving main stream media through the execution of a variety of proposed content partnerships. Unfortunately, it's still hard to imagine how all this will play out in reality. That's where slickly produced concepts can be of benefit. Like this one from the R&D wing of Bonnier, the publisher of Popular Science magazine among others. While the concept still treats electronic magazines as periodic issues, the interaction is entirely new and immersive compared to their printed forms. Interestingly enough, our future is ad free if the video (and not Google) is to be believed. Compelling stuff and a possible glimpse at our not too distant future.