Your Media Business Will Not Be Saved
Joshua Topolsky

I agree with most of what you say but the question that remains for those who depend on cash flow, where is the money coming from? Search advertising has killed banner advertising across the board and subscription revenue is only ever likely to cover subsistence for most stock online newspapers and magazines in the absence of lucky strikes on ‘news’ from intermittently useful / valuable ‘reporters’. Tying investigation and front-line reporting to specific titles results in big overheads and few economies of scale and specialization. In my view, we have to look to the development of specialized agencies for investigative journalism and news scoops that will supply content directly to subscribers or second tier online newspapers and magazines — leaving them with the wider problems of securing market share and cost recovery. Keith Johnson [Wellington NZ]

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