The report on the digital news economics concludes that journalists don't know about their business and need to educate themselves on how it can flourish.
One interesting recommendation with ethical implications is for a changed relationship with the principal financial source for journalism: the advertiser.
"This doesn’t mean allowing them to dictate coverage or news priorities," the report says. But it does suggest a greater understanding by journalism of its audience and of the new techniques to reach and build communities.
A report of this nature is bound to challenge the traditional view that journalism ought not to obsess about the way it pays for itself but on its central mission of truth-seeking. But the authors note that there is a particular req
"We restate the bias we offered at the beginning of this report: We believe the public needs independent journalists who seek out facts, explain complex issues and present their work in compelling ways," the report concludes. "We also believe that while philanthropic or government support can help, it is ultimately up to the commercial market to provide the economic basis for journalism. The industry has realized many of the losses from the digital era. It is time to start reaping some of the benefits.