Whole Foods Market today announced the upcoming launch of Whole Foods Market Magazine, a bi-weekly publication printed on 100 percent recycled paper. I'm surprised – and a little disappointed – that the progressive grocer is resorting to a one-way, printed communications push.

No doubt, the magazine will be informative and beautifully designed. But isn’t Whole Foods overlooking a ripe opportunity to further their leadership position and engage consumers in thoughtful dialogue?

News headlines abound regarding the demise of print media. I don't agree that print is dead, but I am fully aware of the changing media landscape and the number of media channels that currently exist.  We, as consumers, are currently living in an age where the boundaries between content, media, form and platform are disappearing. We also long for interactive conversations.  

Why do you think Whole Foods opted to do a print publication rather than embrace online media? And how successful do you predict this format will be?

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