"Relying on Web advertising was a promising business idea ten years ago, when advertising rates appeared destined to climb endlessly higher as it became possible to target ads precisely for narrower groups of consumers.... But Web businesses have come to realize—as online newspapers and magazines have—that they need a second revenue source, whether it is e-commerce or paid subscribers."
Very true, and a succinct explanation of why we still don't have a viable online outlet for jazz journalism that actually pays its journalists. Will we have one by the time that an estimated 130 million North Americans own tablet computers by 2015? If not, things will be grim for jazz journalists—and for those (I know you're out there) who enjoy their work.