But I think there is another issue that might also be in play.

Based on the successes of Murdoch's papers, it's pretty clear the has little regard for the news, at least in terms of making money. Putting to one side his purchase of the WSJ, his other “news” outlets are dedicated to gathering tribes of true believers. Fair and balanced at Fox News is a joke, but I think the joke is not on Rupert. He has a dedicated niche fan base that tunes in regularly. it's a definable niche easily sold to the brands that wish to speak to that niche.

I read recently that 60% of newspaper publishers are seriously considering pay walls around their “news.” This makes sense to me in that the paywall is actually a clear filter for their fans. The business model is to sell stuff to your fan base.

The news for a profit is what fills the space between the advertising and keeps the fans coming back for more.

But I think there is another issue that might also be in play.

Based on the successes of Murdoch's papers, it's pretty clear the has little regard for the news, at least in terms of making money. Putting to one side his purchase of the WSJ, his other “news” outlets are dedicated to gathering tribes of true believers. Fair and balanced at Fox News is a joke, but I think the joke is not on Rupert. He has a dedicated niche fan base that tunes in regularly. it's a definable niche easily sold to the brands that wish to speak to that niche.

I read recently that 60% of newspaper publishers are seriously considering pay walls around their “news.” This makes sense to me in that the paywall is actually a clear filter for their fans. The business model is to sell stuff to your fan base.

The news for a profit is what fills the space between the advertising and keeps the fans coming back for more.