In the not so distant past, the media as an industry served to create content. Magazines and newspapers, tv shows and trade journals, were created independently and with little to no consideration for the advertising that would run alongside the content. Advertising existed as a separate entity, sold off to companies to exist within or alongside the content that had been created, and mostly thought of as a way to pay the bills. This old media standard has greatly waned in popularity due to the fact that is just isn’t easy to make money with a pure advertising model anymore. So where does that leave us?