The Internet has lowered the barriers for the market entry of new publishers to almost zero. Yet, one thing hasn’t changed: All players need to make money to provide for quality. Unfortunately, “making money” also hasn’t changed a lot: The Media provide access to audiences – and get paid for it. Publishers – no matter if traditional, mainstream, independent or social - facilitate the communication between advertisers and their clients. Therefore, audience is still crucial! Yet, building audiences is getting harder by the minute. What’s more, advertisers are still reluctant to pay the price for online audiences.

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