"Even in 2008, all indications were digital was going to be where the growth was, but we still thought it was really important to start with a magazine,” says Sullivan [co-founder of Afar Greg Sullivan]. “We thought digitally it would be hard to develop a soul right from the start. It tends to be more mass and generic. A magazine would help create what we were trying to say about the kind of travel that Afar is about. And we could say that so much better in the magazine format.” (Quoted from article)