Talk was to the future at last week’s inaugural Magazines Canada Business Media Summit in Toronto featuring Advertising Age editor Jonah Bloom. He spoke to the mainly management and sales audience on topics from content to metrics and going mobile and says the industry has to be realistic about the editorial resources it will have moving forward. He says that despite how he would like to run things, he knows that he will have to use two, one or even no editors on written pieces that used to go through three. “I imagine there will be a core few writers that will write straight to the web,” he says.

Bloom also remarked that Advertising Age now gets more referrals to its sites from Facebook and Twitter (where it has more than 38,000 followers) than it does from Google. He says one of the interesting things about this moving forward is how Advertising Age can keep its top Twitter referrers interested.

The next Magazines Canada Business Media Summit is held tomorrow at the Queen Elizabeth Hotel in Montreal from 8:30-11:45 a.m. and will feature MEDIASTRAAT director Ian Bedwell.