Blogger Andrew Sullivan switched to independence and charging a fee for content . Howard Kurtz : It 's all about branding , turning a relationship with readers into cash . As papers fail , journalists advertise themselves on Twitter , cable , radio , he says . And the more they do it, the better their chances of survival. Well , selling songs on iTunes was improbable once .
Blogger Andrew Sullivan switched to independence and charging a fee for content . Howard Kurtz : It 's all about branding , turning a relationship with readers into cash . As papers fail , journalists advertise themselves on Twitter , cable , radio , he says . Kurtz : Will people buy blogs ? Well , selling songs on iTunes was improbable once .