If newspapers are dead, how come we're all here?, was how Carat director Mark James got the ball rolling at the media agency's Redefining Press seminar in the Aviva Stadium.
James said although print is now embracing digital, it was only after a long period of denial and burying heads in the sand -- so in reality it was accepted as inevitable.
Do newspapers and magazines have a role in a digital world? For sure, James says. It's about engaging readers and understanding how people consume content.
While newspapers don't break news as quickly as digital, there's still a big consumer demand for what the press provides. Online throws up headlines, but newspapers provide the full story.
Compare the time spent reading print to the time people read news online. At least 30 minutes might be spent on a newspaper, compared to five minutes scanning a screen.
The Irish Daily Star's managing director, Ger Colleran, pointed to journalistic integrity and the fact that newspapers are brands, each with its own personality.
Readers may not always agree with a newspaper's editorial line, but journalists have to be accountable. Colleran said anonymity is a no-no in newspapers and there's no place for 'keyboard cowards' refusing to stand by stories. While press circulation has dropped, declines have been in line with other consumer cuts and now appear to have bottomed out.
Magazine publisher and Dragon's Den star Norah Casey (pictured) said giving content away made no sense. Once something is given away, it's nearly impossible to ever go back.