The paperless society has been a concept for more than 30 years now, yet we still read magazines in printed form today. But we also consume a lot more information today than we used to, and this information is increasingly in digital form. The magazine is a physical product that just like the CD is possible to turn completely digital. Maybe this is a reason for the rapid decline of printed circulation among Swedish magazine publishers? This report aim to increase the knowledge of how Swedish publishers meet the digital development in four different channels, website, Twitter, Facebook and digital edition for iPad. A content analysis of the information in the four different channels was conducted on 20 different magazines, 10 with an increasing printed circulation and 10 with a declining printed circulation. The results show no clear indication that there is a connection between high digital presence/activity and declining printed circulation. It is however more common among magazines with a declining circulation to be present at Twitter. Publishing a digital edition of a printed magazine is still relatively uncommon among Swedish magazines.