False choices

The pivot to paid is, in most ways, a positive development in the search for sustainable media models. That’s not to say ad-dependent media is dead, not by a long shot. But too often in the excitement around subs the attention goes to acquisition vs retention. And the latter is where the true health of a subscriptions business is gauged.

To start to work toward a sustainable media ecosystem, you must start with the media businesses themselves. These businesses face a daunting task of sorting out competing interests of audiences, advertisers and platforms. Time and again, we have seen platforms make decisions in their own interests that have cascading effects on publishers.

Traditional business models no longer work in the internet age because they’re dependent on monetizing access to content (production) or selling ad space (distribution). The business of internet-native media shouldn’t be primarily concerned with either of those things. People must pay to support a specific POV – a subculture.

This is what we call lu... See more