You Get What You Pay For
It's no longer clear exactly what a publisher is today. So business models, likewise, will become increasingly diverse, and paid content will range from direct-to-publisher to bundles of minutes, access or products—like cell phone usage charged by telephone and cable companies, and Internet service providers. Affinity and cross-marketing deals will multiply. Marketers will never be far from the varied audiences these arrangements produce.
What will be different is that publishing businesses will become increasingly flexible, adaptable, opportunistic … and risky. But if you build it, and they want it, they'll buy it. When? Now. Right now.