Fighting Creative Destruction

What do you do if your product is obsolete and demand is shifting rapidly leftward?  The paper industry has a problem: digitization and environmental concerns.  To prevent further declines, the brand of paper our department uses has created a clever slogan (see the picture) — “Because it’s easier to learn on paper.”  I wonder what other examples there are of businesses using the market to maintain the demand for a product that is being displaced by technological change (as opposed to obtaining government protection, the usual route in these instances)?