This chapter talks about the hard time online journalism has. It does not always have some to back it up, so it has to depend on advertisers to make money. The more you advertise on your site, the greater likelihood that people will click on the aforementioned ad, and you make a slick profit through ppc (pay per click). All these methods are nothing new, for alot of sites depend on such techniques to be able to stay afloat.
Online journalism is going to have to think outside of the box, and come up with new ways to support itself. It has to be able to draw in the right audience, so as to stay relevant. No one likes to go to a site, and be boggled down by numerous ads that have nothing to do with the article or even what the site is about. For the consumer, it can be rather frustrating. It is a constant battle.