Most credible magazines and newspapers have strict protocols to make sure their editorial content is not infected by the influences of its advertisers. This builds trust with the reader, ensures that the content is without prejudice and gives the publication integrity. Advertising is kept at arms length from the editorial and that is the way it should be.

On the other hand the only truly successful global internet advertising platform is Google’s AdWords and AdSense. What makes these ads different to newspaper advertising is that it flips the rule that advertising and editorial content should be kept apart. Instead of making sure the ad doesn’t sit close to the editorial, it places the ad right along side it. In many cases the reader not only trusts the editorial but also considers the ad as additional content and helpful in the quest for more knowledge.

Rupert Murdoch’s News Corporation announced that it is going to start charging for some of its online newspaper content come autumn. The reason being that it can’t make enough money from online advertising to allow the content to remain free for all. Why has the approach of publishers failed to generate enough online advertising spend while the readers are migrating online? The problem lies in infinite advertising space the web affords us.

The web is different. We trust software to position ads and don’t feel cheated or believe that editorial integrity has been lost. This was an unthinkable model 10 years ago, just like Murdoch’s paid-for-content model being proposed now. The question is what happens to publishing if Murdoch’s plan fails?