Commercial Media vs. Nonprofit Media

In a world run by the internet, social media and digital devices, the physical newspaper’s popularity is dwindling. As new forms of news outlets like Apple News and Twitter are growing and becoming the public’s go-to source for news, the future of traditional media is looking gloomy. 

In response to this unfortunate fate, the traditional media has been forced to increase their advertising revenue in attempt to keep up with the newer forms of media that are, quite frankly, blowing them out of the water. This means that advertising has become high on the priority list (if not first) for many news outlets, ultimately influencing the type of content they publish – or don’t publish. Jack Shafer wrote an article for Slate, “Nonprofit Journalism Comes at a Cost,” which analyzes this reality and breaks down the effect it has on today’s media. 

Shafer points out the influence of advertising on mainstream media, saying it is up to independent media to end the vicious cycle of advertiser-driven news. Shafer says, “Nonprofit outlets almost always measure their success in terms of influence, not audience, because their customers are the donors who’ve donated cash to influence politics, promote justice, or otherwise build a better world.” Even when independent media outlets have advertising, it has no influence on the outlet’s content, and they often include a statement saying this. 

So, is it, then, fair to say that advanced technology is fostering a time in our history when independent media can thrive over mainstream media?