"... Successful online content providers no longer need to rely on ad spend. (There will be) fewer chances to reach consumers with ads."
That's what Darika Ahrens, a Forrester analyst, suggests: "Marketers should start acting like content creators to get their messages across, because actual media companies could give up on advertising funding as people start paying for their material."
"Thanks to technology developments, the outlook for content payments is positive. Of those providers who succeed at it, some will rely exclusively on user payments, and some, like The Financial Times, will seek to reduce advertising in their revenue mix as much as possible."
Worth paying attention. 7/10
Via Robin Good