The
journey of Rajasatta Express started in Uttarakhand six years ago as a weekly
newspaper. While playing a meaningful role, Rajasatta Express has reached its
reach in Uttar Pradesh. This web portal and web channel are trying to follow
the same path as any other media institution which is the demand of time.
Publishers are pivoting toward users and away from
advertisers and investors as
their main source of financial support. The business model that depended on
advertising to support journalism is moribund and nearly dead. The automated
buying and selling of advertising is controlled by the duopoly of Google and
Facebook, which have more and better data about news publishers' users than the
publishers' themselves. Publishers have no way to compete with that dominance
of programming and targeting of ads. It's time to burn the ships and not look
back.
