and traffic revenue go downhill. The truth is, news organizations never entirely relied on subscriptions for profit. The big money came from advertising and stocks. For online media, there is no direct payment. Indirect funding services are the future, like ad integration features and valueadd services. Banner advertising is no longer a successful option; there are already applications out there, which can successfully remove all ads from a page. The reality is
under the current economic climate advertising revenues are falling for both traditional and online media, regardless of sector. Both traditional and new media are struggling to adapt to these environmental pressures and maintain profits. But as author Elbert Hubbard puts it: “The world is moving so fast these days that the man who says it can’t be done, is generally interrupted by someone doing it.� So where does this leave the journalist? Being innovative and keeping an open mind is the only way to be part of the change. Incomes will have to be earned through various avenues and later retirement will be imposed. Journalists will have to follow alternative paths to make a living like consulting, blogging, teaching or writing books. They will need to experiment with the profitable possibilities of new and creative business models. As journalists, we should constantly struggle to acquire new skills and keep up with the pace in order to survive an everchanging world.