The Denver Business Journal reports that National Geographic Maps, the taxable part of the nonprofit is moving out of the consumer market to focus on "detailed maps targeted for outdoor recreation enthusiasts, emergency responders, geologists and other field workers who often venture out of well-traveled terrain."

With the pressure from Google and its peers, President Fran Marshall decided it was time to move outside the consumer realm. A reorganization will cut 3 of the 40 jobs at the Evergreen, Colorado company. Most of Nat Geo's maps are sold through REI and the plan is to limit printed maps and make on-demand maps purchaseable from the Nat Geo website.

I always thought that the traditional "GIS" companies would be the first to be impacted by the move to Web portals, but I guess I'm wrong.