It doesn't matter what they do. Youtube personalities are aggregating and editorializing their content and making millions to pay for a staff of 1. Others are

It doesn't matter what they do. Youtube personalities are aggregating and editorializing their content and making millions to pay for a staff of 1. Others are just going and doing the reporting themselves and doing similarly -- paying for the camera crew and legal defense out of their own pockets. Those youtube personalities dwarf the reach and viewership that all but the clickbaitiest media companies are getting. That's what's satisfying the market need right now. That's what media companies have to compete against. They'll never get back the dominant position that they once had and ads will never work for their business again. Why would I pay for a display ad on your site when I can pay for a video ad that has much better targeting? This is the issue that most people have missed. Advertising dollars flow to where they are most efficient. News site display ads are a shotgun whereas youtube channel, facebook page, news aggregator ads are a sniper. If any periodical is going to succeed, they're going to need to cater to a hyper specific niche that has cash.