Finding Lessons for non-profit media

Let’s posit that we agree with this quote from The Economist’s issue on the future of big media:

Any media business has two products to sell: its content (to readers and viewers); and its audience (to advertisers). The task for old media is first to protect its advertising revenues by amassing audiences online and, second, to offset their viewers’ intolerance of mass-advertising by making them pay more for content—which they are increasingly willing to do. It will not be easy, but then saving the heroine never was.

What does it mean for non-profit, public media?

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