'journalism' and publishing is always about advertising revenue, and historically the big platforms with the most reach (Murdoch's tabloid newspaper empire, TV)

'journalism' and publishing is always about advertising revenue, and historically the big platforms with the most reach (Murdoch's tabloid newspaper empire, TV) were the big money earners because of number of eyeballs and ears served. There are no barriers to publishing online today but it is still all about the platform and number of people using it, and that platform today is arguably Google and FB/Insta/WA. Who creates and writes the 'journalism', however cogent, perceptive and well thought out is largely irrelevant. How often do you remember who specifically actually wrote an article on a site like Buzzfeed? You do a lot better building a niche brand like stratechery as Ben has done...