Quote, unquote: Differentiate...or die

As many publishers shift resources to tablet editions (I’m still waiting to see a sustainable advertising model for this format) and developing Twitter teams to push traffic to their core brand (a tremendous waste of money at the expense of real journalism and a terrific way to actually divert people from your core product), the real issue facing publishers is “differentiation”. 

-- Monocle publisher Tyler Brûlé writing in the Financial Times about what he says is a core issue for magazines -- their sameness.