The State of Digital Advertising Models for Journalism

BRIAN STELTER reports on Columbia Journalism School and the state of online advertising:

COLUMBIA UNIVERSITY has surveyed the state of digital journalism, and it has concluded that journalists must rethink their relationships — and their audiences’ relationships — with advertisers.

That does not mean yielding editorial control to sponsors, but it might mean coming up with alternatives to impression-based pricing, creating higher-value content for the Web by tapping into page view data, and helping to ensure that Web ads have value on their own.

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