This blog was originally posted by Elizabeth Hansen and Elizabeth Anne Watkins at Columbia Journalism Review.
AD REVENUE IS NOT COMING BACK to journalism, at least not any time soon. If publishers want to maintain a business, they’re going to have to make up some part of the shortfall from readers. But bringing in reader revenue requires new organizational structures that allow product teams and newsrooms to cooperate. Inside consolidated media businesses, those structures and workflows are difficult to create.