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Yeah, I think that chart is just indicative of the ineffectiveness of display ads. But, NYT was just an example. Sponsored content, overt or otherwise, is already what's keeping the lights on at places that don't use paywalls and I think folks will pursue that.
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The chart is indicative of the clobbering newspapers took when people stopped paying 35 cents to read them. Fundamentally, the world in which reproduction costs are zero is very different than the one where reproduction costs are dependent on economies of scale.