At the same time, the distribution of journalism is changing rapidly right now. Tech companies like Facebook, Google and Apple are on a mission to control it. But make no mistake, they are not on a mission to save journalism. The platforms the tech giants come up with, from Facebook Instant Articles to Apple News: all of them are based around ads. They are making the industry even more dependent on ads, not less.
… more and more publishers realize they can’t or don’t want to build their businesses on that model. Income from advertising is declining, the competition of Facebook and Google is very strong, 41% of the younger people are already using ad-blocking plugins, more and more kids are browsing in incognito mode (leaving no cookies at all), and native advertising makes readers and journalists alike very uncomfortable.