Columbia J-School Report: Journalists Don't Understand Advertising

Social media is good, subscription models are not


According to a 146-page report released Tuesday by the Columbia University Graduate School of Journalism—titled “The Story So Far: What We Know About the Business of Digital Journalism”—journalists need to reconsider their relationships with advertisers.

“Here’s the problem: Journalists just don’t understand their business,” Randall Rothenberg, the head of the Interactive Advertising Bureau, says in the report. The study builds on that idea, saying that the traditional news industry has been too slow to adapt to new digital technology.

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