The State of Digital Advertising Models for Journalism

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

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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.

Continue reading:

http://www.nytimes.com/2011/05/10/business/media/10adco.html?_r=2&adxnnl=1&ref=media&adxnnlx=1305026700-x1JUBzkZrFNGRtmXD39D+A

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