From an article in the Telegraph:
(Google CEO Eric) Schmidt … to him the revenue model the newspaper industry will have to use comes after a pretty simple, and essentially binary, decision.
“The simplest model to think about is that your readers are eventually going to consume the majority of your products in online devices. The fact of the matter is that is what the reader is choosing.
“The problem is how do you monetise that reader?There are two choices. One is that you can do a subscription and the other is to use advertising.
“We are in the process of trying to develop very powerful display advertising solutions that will work in those categories. That is the way it is going to happen.”
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