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Digital ads ain’t about banners and boxes

The web atomizes news, shatters it into its smallest pieces, and forces each and every one of them to pay its own way, to compete in a massive, unregulated, freewheeling marketplace.

Most of our bits can’t. Compete, that is.

The basic economic model of most newspapers is based on bundling — content and audiences. We  bundle disparate content (bridge columns and court reports)  in order to bundle a larger audience (card players and voyeurs) for delivery to advertisers. This is a model that’s worked extremely well for over a hundred years; the incremental costs of adding new content –

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