“We believe that publishing is going through a fundamental socio and technologic shift—publishing is being democratised, print is becoming personal, users are demanding choice in what content they consume and how they consume it, and fulfilment is on demand. Digital printing is an enabler for this, and we see MagCloud as an example of a Web service that enables these new publishing models,” said Andrew Bolwell, director of HP Lab’s corporate ventures, Folio Mag reported.

The service could benefit both smaller, independent publishers and large ones. Powazek mentioned that MagCloud makes sure the issues won’t go out of print and allows publishers and readers to personalise issues.

According to Powazek, the current business model for magazine publishing “sucks”, as about 70 percent of printed magazines are unsold.

MagCloud may make magazine publishing more cost-effective, since uploading is free as opposed to the cost of buying and shipping a magazine. Furthermore, publishers will be able to regulate the price, earning more profit, according to Folio Mag.