Advertising Is The Problem For Media, Not The Solution

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Matthew Ingram from Fortune argues where advertising used to be the way companies would make money, it's now causing companies hardship.


Publishers used to be able to count on advertising for financial support, but ads are becoming more of a problem than they are a solution.

Back in the good old days of traditional media, advertisers and publishers were the best of friends. Publishers of newspapers and magazines and other things enjoyed a monopoly on information distribution, and therefore commanded a large share of the attention of readers, and advertisers piggy-backed on that monopoly, which in turn helped to pay the freight for all of that content.

Unfortunately, the Internet has changed all of that, and now the advertising business is as much a threat to traditional media entities as it is a friend.

In part, that’s because advertisers now have a range of other attractive intermediaries they can deal with instead

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