The future of the publishing industry and the profession of journalism are hot topics these days. Those with intact long-term memory faculties will recall equally heated and ongoing debates about the future of libraries and their own profession, dating as far back as 1994, when the internet captured public imagination. Times have changed a bit since then; readers are evolving and so are the media they are favoring. Innovators are creating new products and strategies that may be useful in the information universe. In this article, the author explores a new publishing tool that may be strategically useful, certainly for publishers but perhaps for libraries too. Printcasting is a concept, but it's also the name of a new product that made some waves in summer 2009. What Printcasting offers is straightforward: provide all of the tools needed to produce a full-scale magazine, which can double as a "webzine." The webzine can be read online just like a website or a blog, but it can also operate as a print-on-demand paper magazine. Printcasting makes it possible for advertisers to place ads and proposes a revenue split among advertisers, editorial staff, and authors. Users of the service can quickly repurpose existing web content for print. The new publishing vehicle is a high-quality journal that not only extends the reach of existing blogs and email news but may also create a new market with income potential. Embedded desktop publishing tools and templates reduce the labor associated with professional-level publishing. This enables the magazine producer to spend more time focusing on content and making it distinctive.