The Problem With Digital Advertising? It's Not Specific Enough

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Unlike its physical world ancestor, online publishing fails to reward investments in production and content quality. We urgently need to reconsider the error.

Today, the economic value of a journalism item stems from its popularity, i.e. the number of clicks (or views) it generates. A well-crafted listicle put together by a clever Millennial will generate more revenue that any public-interest piece, this in total disregard for who actually reads it, for how long, etc. That’s the absurdity in today's system.

 

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