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 . Or Andrew Ross Sorkin , who writes a column for The New York Times , runs its DealBook blog and co-hosts CNBC 's Squawk Box . 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 . And the more they do it, the better their chances of survival. Well , selling songs on iTunes was improbable once .