Sueli Brodin, the editor of Crossroads, shares some very interesting experiences of being involved with a magazine which started as a print publication but due to financial constrains was forced to move fully to the virtual world. Interestingly, it seems that this shift has increased the magazine’s publicity and enabled the creator to monitor it easily. We talk about challenges, benefits, Web 2.0 and the possibility of disappearance of the print format all-together.