"When we started out two years ago people were holding onto their content and weren't seeing value of link for reward rather than payment for reward", Davies says.
"Paid [for] content will die a death in the mainstream, and we're getting closer. People are [now] starting to realise that.
"That's how we're able to do these kind of [licensing] deals now."
Were they ahead of the curve? "We assumed this is where it was going – it's what the music industry has done," he says.
Idiomag, co-founder, Andrew Davies, tells Journalism.co.uk that in launching two years ago he:
'wanted to apply this concept of personalisation to the consumer [magazine] industry'.