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Is that an IT mag in your pocket or are you just happy to see me?

The report notes that apart from PC Powerplay, whose readership has gone up from 100,000 to 114,000, the rest of the IT publishing ecosystem is going the same way as the Amazon rainforest, according to the latest Roy Morgan figures.

ITjourno notes that APC went down from 192,000 to 169,000 over the past 12 months, PC User slid down from its 303,000 readers to 289,000 and Australian Net Guide was down by 0.2%, and PC Authority's readership has decreased from 159,000 to 148,0000 over the past year.

According to APC's Tony Sarno, the print results were not a big shock and he noted that the APC website is "going gangbusters" in terms of traffic and revenue, he said in an interview.

But Sarno also mentioned that APC "faces a bigger challenge than its competitors due to the makeup of its readership, which includes technically advanced users who are increasingly looking to the web for their daily information".

"The other mags still have a lot of tech newbies and pensioners who will keep reading print for a long time. We have to work harder to keep our younger techos and power users reading print," he said.

"The Holy Grail is a magazine that's complementary to the Net operation and we definitely have plans for getting there, but it will be a lot of work", he said to ITjourno.com.au.

Howe ver it needs to be pointed out for the record that the Holy Grail is just a mythical allegory and a metaphor for self-improvement and reaching a higher state of spirituality and not an actual item or place.