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First, the bad news:

Ethan Zuckerman worries that the economics of print advertising in the past are unsustainable. And he’s right. Online has exposed the lie - the fraud, if you like; the fantasy, if you prefer - of print advertising.

That myth is essentially that every reader of a publication - not just buyer but alleged reader - is exposed to every ad. So every advertiser is charged for every reader of every ad. Great while it lasted, eh?

Read the full story on Seeking Alpha