Apocalypse 25: It’s Nicer to Be Right Twice

On Monday, we saw more evidence that the content model of the future will involve vertically integrated news organizations that will allow their audiences to engage at multiple levels for multiple prices. Today, we got a taste of what the ad model to support that might look like–the NYT’s Bill Keller told the NY Observer that the Times would seek some sort of ad share deal with Google rather than going after them aggressively as a monopoly the way others seem bent on:

The solution? He said that the Times is looking at a “carrot approach,” in which, along with the collaboration with Google, The Times would embed ads in its copy, and those ads would stay with the copy wherever it is reproduced.

Despite my own antitrust misgivings re: Google, this is exactly what I recommended for the news industry a while ago. And, I’ve also pointed out, the NYT is already a vertically integrated news org that has grown multiple layers of expertise in-house. It is nice to be right two days running. It’s even nicer to think that the future model of journalism is coming to focus.