Media companies increased reliance on social media highlights strained relationship.

Social Media is one of the main sources publishing houses use for digital traffic.

However, the increased reliance on social media platforms such as Facebook has raised convcerns over ad revenue shares and ceded control over publishing platforms.

Dave Morin, a former Facebook manager, has said "Facebook is just as dependent on great content as content producers are on Facebook."

Morin is now working as founder of Slow Ventures, a venture capital firm.

CEO of Bloomberg Media Group, Justin Smith, has voiced his concerns: “They keep the $16 to $18 billion they get in the news feed, and the news feed, with personal sharing down, is effectively all of our content, it’s effectively just an aggregation of premium publishers’ content. It’s a problematic situation."

It seems, though, that independent magazine brands are using more innovative ways than social media to promote material to readers.

At the IMAG 2016 conference, brands showcased a number of unique and innovative ways that they are planning to reach audience in more places than just social media, both in print and digital.