At the same time, unable to build on their value added, digital publishers ended up finding that only about 10% of their audience was actually willing to pay for their content
The shift in media’s business model played a critical role in Trump's victory
Frederic Filloux

Amazing article. I think we are observing this vicious circle: Not-News generates clicks> clicks generates a certain amount of advertising revenues>audience dislike advertisting> audience dislike not-news>publishers need more ads>advertisers need more clicks> clicks seems to be related to not news. 
I thnk the action needs to be taken on the News and Audience level. I hope analysis like yours will not get buried by the next not-news-storm.

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