You can't really compare the wireless business to a consumer title, it's like apples to oranges. Sure, Rogers earns a lot more on its wireless offerings, but it also costs a lot more to maintain a wireless service than it does to print a magazine.

Also, once you add all of the other expenditures related to the wireless division -- customer service, for instance, or technical support, or on-site sales staff -- you have a much smaller profit margin.

Magazines don't earn a lot of money, but relatively speaking, they don't cost a lot of money print, produce and distribute either.

Based on this, a trade mag with $1.2 million annual revenue equals 2 hours of Rogers Wireless billings. Where can I buy a mobile phone company?

The lesson here is that lots of money can be made on providing customers with services that they grow to need. What added value can magazines provide - and charge for? I also think there's value in the monthly billing model, something I know Rogers has experimented with for subscriptions - I'm curious if anyone has data on its success rate.