The article is correct that competing for the kind of content that you find on the front page of glossy magazines in the supermarket lines is a race towards the

The article is correct that competing for the kind of content that you find on the front page of glossy magazines in the supermarket lines is a race towards the bottom on the internet. The article is also correct that this is because online aggregators unlike supermarket tabloid stands present no supply line incumbent advantage. Offline content is a combination of ads plus upfront price. That requires some form of friction and seems to be where content is moving. This fits better with the necessary expectations of incumbent content providers that their way of reaching customers should have some incumbent distribution advantage, because in the end it needs to be a stable job for people providing the content and for the shareholders taking the risk of providing the company that create those jobs.