Advertising Age carries a report on this week's American Magazine Conference in Phoenix, Arizona. This encounter suggests mutual interest, but with it a degree of reciprocated suspicion and bemusement. Google and Yahoo are not going to gobble up the magazine industry, of course not, but until the magazine industry can fully embrace the web it will continue to lose attention and market share to the likes of Google and Yahoo. Getting those rich archives onto the web is a part of the answer. Not the complete solution, but a crucial step.