With the advent of new communication technologies and channels there are predictions of the end of the print media. Cataclysmic forecasts on the future of printed newspapers have become commonplace, but serious analysis show that the phenomenon of declining circulation is not as straightforward as one might think. Thus, in 2011, Columbia University’s School of International and Public Affairs (SIPA)  produced a study about the future of print media, the Capstone Report, according to which printed newspapers, a crucial indicator of information publications, are in decline, but still in most cases persist as the core business and brand leader of publishing corporations.