The Economist's lean-back vs. Lean-froward journalism experience

Great interview with Andrew Rashbass, CEO at the Economist group, on the key to successful branding of journalism. What I like is the bit about learning the difference between print and on-line, interactive journalism:

...they came to realise that there was a distinction between what he calls the "lean-back, immersive, ritual pleasure" of reading the Economist in print compared to the "lean-forward, interactive" way people used the site.

All I know is that I enjoy both the print and on-line version. There are times when I want to sit back and read and the audio articles are really handy when in traffic and while I'm in the kitchen.