Advertising for content-creators is just a tool to capture value provided to people. The vast majority of people would rather pay in advertising than pay in dollars. In fact, if you use hn.algolia.com and look around you'll see that paywall complaints are far more common than advertising ones. This also applies on Reddit and Instagram and so on.

So far there are a few known theoretical approaches to reward content-creators:

* subscriptions/paywalls

* advertising

* micro-transactions

Paywalls work if you have a high brand value with a relatively fixed audience that will accept a steady stream of content. The WSJ, NYT, etc. can command these. Even Slow Boring et al. can do that. But the majority of smaller brand value content creators face the terrible fact that brands have a Pareto property: the top few ones occupy almost all of customers' minds and then you're battling for a tiny portion of their attention. The subscription revenue is similar to a patronage model, and information in general has to be like this because replicating it is zero cost but obtaining it is high-cost. This means that you can easily be out-competed by the guy who just copies your stuff and posts it. You have to somehow convince your audience that it's worth paying for your next stuff.

Micro-transactions are the weakest model. They are infeasible and socially unacceptable because consumers expect the full range of financial protection they have on 'macro'-transactions - and that cannot come for free. This sets a floor on micro-transactions and the overhead makes that not worth it. To make it worse, a micro-transaction-based economy has the problem that you don't really incentivize the content creator. You incentivize the guy who can best capture your attention. Either SEO or submarine Word-of-Mouth or native advertising. It doesn't matter which. That guy can always undercut the creator because he's not producing the thing he's selling. It's worse for information-things like Slow Boring etc. Matt Yglesias cannot stop someone from copy-pasting his stuff.

For the vast majority of content creators, advertising is a fantastic thing. It allows this massive three-sided marketplace between consumers, content creators, and brands. It lowers the marketing effort so more creators can participate. It allows consumers to pay for content by getting things they want. It allows brands to reach consumers they want.

To be honest, I think Internet Advertising and especially the real-time bidding approach is as good as one can imagine for the vast majority of people to be able to consume all the content they want. It's led to this absolute explosion of services and information that no one could ever have imagined.

And the low barrier on running targeted ads has meant that even small indie bands can survive with a good marketing effort. Gone are the days when only the big multinationals were taste-makers. Now you have micro-audiences that smaller creators can reach and for whom it's worth them producing content for.

Honestly, it's fantastic to see. I'm a huge fan of advertising for what it's enabled. I prefer to use YouTube Premium, and I have my subscriptions, but when I didn't have as much money it was much nicer to be able to trade by allowing brands to be seen by me. So yes, there are the shady football streaming sites that will shove porno into your face, but you know the game going there. For the rest of the world, I think the websites are correctly on the frontier of value vs. annoyance.

Also, is it just me or are the results mostly statistically insignificant here? It seems like a grand claim with very weak evidence.