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This paper aims at creating understanding of the underlying rationale of (possible) convergence between magazine and other sectors of traditional mass media. Magazine as such has proven relatively weatherproof throughout the technological changes affecting media industries during 1900s. The track record of magazine media during the rise of World Wide Web as a ubiquitous media channel in 1990s – with the simultaneous economic downturn on the general economic climate- has repeated the same pattern. Both in terms of readership and advertising spending the position of magazine has survived relatively well compared to many other sectors of traditional media. In the study “Reassessing the value chain – magazine publishers and the media convergence ” the practitioners of the sector as well as (non-publisher) magazine publishing experts and media researchers created in a joint collaborative process an updated Value System model of magazine publishing today as well as analysed the proximities of magazine to other media in terms of media properties and usage patterns