Publisher John Sullivan switched to advertising and charging a fee for content . Howard Kurtz : It 's all about branding , turning a relationship with readers into cash . As communications go , journalists advertise themselves on Twitter , cable , radio , he says . ` We felt more and more that getting readers to pay a small amount for content was the only truly solid future for online journalism , '' Sullivan writes . Kurtz : Will people buy music ? Well , selling songs on iTunes was improbable once .
Publisher John Sullivan switched to advertising and charging a fee for content . Howard Kurtz : It 's all about branding , turning a relationship with readers into cash . As communications go , journalists advertise themselves on Twitter , cable , radio , he says . Kurtz : Will people buy music ? Well , selling songs on iTunes was improbable once .