Find a decent pub these days and you’ll notice a huge variety of great-tasting craft beers on offer. It’s a far cry from the brewing monoculture of 20 years ago; perhaps even a golden age for brewing.

Except across the industry as a whole, sales, profits and employment have fallen. The big players have had to merge and diversify to keep going. You can see where this metaphor leads can’t you?

The mag business is seeing an explosion of creativity and innovation, but that doesn’t mean there’s a particularly rosy future except at some micro level.

My glass is half-empty.

Don Brown | Digital Marketing Specialist, The Brown Consultancy