Exploiting existing distribution channels opens new opportunities.

"Breakfast as a service" is one of my Top 10 Media Innovation Ideas. I'm publishing one media innovation each day during the ten first days of October.

Print magazines in Finland have amazing, fine-tuned logistics. Think about it: every morning before you wake up, someone walks behind your door, delivering you or your neighbours a daily newspaper.

So far that is. Print is dead. I started thinking what could we do with their great distribution channels.

What do we need every morning that we cannot get digitally?

Breakfast.

And you know what? I'm serious. I'm seriously proposing that someone at Alepa or in those companies who deliver airport food should consider this.

The distribution costs cannot be very high. It is possible to package fresh and nutritious breakfast in slim containers. I'm thinking pancakes, omelettes, sandwiches. Sliced fruits. Everyone knows a healthy breakfast is a nice start to a new day.

Maybe they could even wrap it in a newspaper?