Are we yet taking it seriously? Is the question that I will address in the 3-5 minutes allotted to each panelist. But since there is a lot to say and a picture is worth a thousand words, perhaps the thing to do will be to link to this site, with its 180+ pictures of waste from the London free sheets war.
The short answer to the question is that publishers are not yet taking these issues seriously, but readers and consumers are. The magazine industry and print publishers as a whole need to get their skates on.