Although magazine readership among college students has remained flat over the past two years, the number of students who actually subscribe to magazines has declined by about 10%. Up until late last year, most magazine publishers could not have cared less about their college aged subscribers, or potential subscribers, regardless of what they may have been quoted in saying elsewhere in the trades. (I made the rounds, several times with the big publishers, who will remain nameless, but you know who they are). But now, with the college student market being the hot demographic of the moment, even magazine publishers are scrambling, and I used that word with a bit of hesitation, since most magazine publishers just aren't that nimble quite frankly, to deliver a free, digital version of their magazine, in hopes (and prayers too, I imagine) that the college kid will love the digital version so much they will convert to being a paid subscriber at a certain point. Strategic marketing, or last ditched effort to appease an audience who, for the most part, prefers to get their news and entertainment information from the Internet or television?