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How Online Advertising Turned Media Into a Race to the Lowest Common Denominator

May 31, 2011 | By Advertising Age

The Need For Scale Means Niche Media Will Need Subscription Models to Survive.

Late last year, Nick Denton posted a preview on Gizmodo of the now-known-to-be-controversial redesign of the Gawker family of sites. His overview highlighted a lot of hard-learned wisdom about the state of news and information delivered via the Internet.

Nick explains that the underlying trends include the fact that the advertising model is under pressure from ad networks and Facebook…

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