Background is that any company could be their own publisher nowadays. The barrier to entry is so low, 14yo kids become global publishers. So here's one simple, but fundamental thought: what if publishers and advertisers wouldn't need each other any more? I just stumbled upon this 15page PDF, published in a joint effort by Harvard Business School and the Tow Center for Digital Journalism from Columbia Journalism School from October 2017. It's a very interesting, inspiring and thought-provoking read, you can download the PDF from this page here:
Mar 12, 2018
What if Publishing and Advertising do not need each other anymore?
I think journalists have a bright future. I really do, and always have to emphasize this when I give talks about digital publishing, AI generated story summaries and how technoogy will be a bigger source of competitive advantage than quality of journalism. I am not so very sure about the profession in newsrooms and publisher organizations, but I am sure about the fact that we all need and want storytelling, and I am sure that many, many companies will hire journalists in order to tell their stories - distinct from creating campaigns which will still be done by advertising agencies.