In the 1990s, a wonderful older client and I created a full color 32-page real estate magazine, successfully producing it for 3-4 years. The magazine was then purchased by a 30-something real estate salesman.
After about a year of working together on the magazine (which included a full color pull-out map of homes for sale in the area), the salesman bought his first desktop computer. He began complaining bitterly about paying me for my work. One day, he declared that from now on he would be doing the magazine on his own – using MS Word.
Client: Why should I pay you when I can do what you do?
Me: If you can do the same thing? I honestly don’t know.
Six months later, the magazine went out of business.