Niche products supported by corporate sponsorships instead of advertising may be the future of journalism, a group of Georgia journalists said at a national press convention in Atlanta on Oct. 14.
Many news organizations -- both print and broadcast -- are struggling during this all-time-low advertising drought to remain profitable, but public broadcasting networks thrive because a community invests in them, thus removing the need for advertising.
"A large part of what is now commercial journalism will hae to be supproted by foundations or organized more along the lines of public broadcasting," said Cynthia Tucker, editorial page editor of the Atlanta Journal-Constitution. "I don't see any reason why newspapers can't adopt a corporate sponsorship model much like public broadcasting."
Cutting overall advertising may compromise objectivity of a media outlet as the outlet would no longer be self-sufficient and reliant upon its own advertising revenue.
But Ken Middleton, head of the University of Georgia's journalism department, said such a move may be the best thing for newspapers since classified advertising revenue has plummeted and since newspapers are in considerable debt because of over expansion in the last 20 years.
Read more about the topics discussed at the National Press Club Centennial Forum in Atlanta here.
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