Dutch marketing community MarketingFacts is starting its own e-mail newsletter. This illustrates the turnaround of the publishing process. It starts with a community: a group of people with shared interest, being marketing in this case. MarketingFacts selects the most important items that have been written on its web log in a week's time, and publishes these in its newsletter. The next step will be a (paid for) MarketingFacts printed magazine, for which professional journalists will do in-depth research on items which obviously interest the community. Traditionally printed magazines follow the other way around. In the end, communities will be leading, and paper copies will just be there for entertainment and more in-depth information. The brand however will be stronger than ever before. This is a first step in that direction.