The Illusion of Independence
Let’s get honest: advertising has always shaped media. From the glory days of the newspaper business to the modern scroll-addicted, algorithm-fed media consumer, advertising has never just been in the background—it’s been in the driver’s seat.
In the print era, we told ourselves that the price we paid for a newspaper or magazine was covering the cost of journalism. But in truth, the lion’s share of revenue came from classified ads, department stores, and corporate advertisers. We weren’t buying news. We were renting it, underwritten by commerce. Journalistic integrity was real, but conditional—it had boundaries, often defined by who paid the bills.
The “Free” Media Era
When radio and television came along, media became “free” to the audience. But it wasn’t free. It was paid for by advertisers who shaped the programming. The goal wasn’t to inform or entertain—at least not exclusively—it was to hold attention long enough to sell soap, cars, and cigarettes. If something drew viewers, it stayed. If it didn’t, it disappeared. Ratings weren’t a measure of quality—they were a measure of ad value.
Enter the Internet: Democratized and Devalued
Then came the internet. And everything broke wide open. Publishing became democratized. Platforms emerged. Barriers to entry fell. But so did ad revenue. The digital ad model was a race to the bottom: pennies per impression, clickbait headlines, and a new god: the algorithm. Journalism was no longer governed by editors and truth-seekers, but by SEO specialists and traffic managers. The media industry didn’t just chase the story—it chased the share, the click, the keyword rank.
The line between news and noise has never been thinner. I like to call it “the artist formerly known as journalism”—because what we once respected as an institution has been rebranded into infotainment, optimized for reach instead of truth. That’s not to say truth is gone. But it’s filtered, fragmented, and often fighting for space with viral nonsense.
If traditional journalism was an uneasy partnership between truth and advertising, then what we have now is something far more transactional—and less transparent. Somewhere along the way, “the news” morphed into a commercialized blur of content, monetized clicks, and algorithmic spin. It stopped being journalism and became something else entirely.
Who Really Owns the Audience?
So who owns the audience now? Not the content creators. Not the newsrooms. Not even the platforms, really. The algorithm owns the audience. The data brokers. The ad networks. They know who you are, where you live, what you like, and how long you hover over a video before you move on. Your digital behavior is mapped, priced, and sold in real time. You are the product.
Are We Working for the Algorithm?
This leads to a philosophical question that every creator and media outlet should be asking: are we working for the algorithm, or is it working for us? On paper, algorithms are tools. They personalize experiences. They serve relevance. But in reality, they dictate format, tone, timing, and even content. Creators bend to fit the mold—shorter videos, listicle headlines, controversial hooks—not because they want to, but because they have to. Otherwise, they disappear into the feedless abyss.
The Substack Alternative
The exceptions are rare but inspiring. Substack writers, for instance, are showing us a different path. They get paid directly by readers who value their voice. No middlemen. No programmatic ads. No selling out. It’s a purer model—but only a sliver of the media ecosystem. Most creators still rely on advertising in one form or another. Subscription fatigue is real. You can’t pay for everyone’s newsletter, podcast, and video channel.
The Double Tax on Attention
And so, we’re back to square one. Only now, we pay for the content (Netflix, YouTube Premium, Spotify) and we get served ads. It’s a double tax on our attention. The ad model isn’t disappearing—it’s evolving. Native ads. Branded content. Embedded messages. Product placement. Influencer deals. The format changes, but the influence remains.
A More Honest Model
At WingDing MEDIA™, we think a lot about these things. We know the advertising model is flawed. But we also know it’s not going away. Our goal isn’t to pretend it doesn’t exist, but to build something better within it. A model where advertisers support content that matters. Where audiences aren’t just sold—they’re engaged. Where creators own their voice and their platform.
Time to Face the Truth
Until then, let’s stop pretending media is pure. Let’s admit what it is—and then let’s shape it into something we can be proud of. Because whether we like it or not, advertising runs the show.
About the Author
Jeff Gilder is the founder of WingDing MEDIA™, a multimedia platform committed to independent voices and underserved content creators. With over two decades of experience in digital marketing, broadcast production, and media strategy, he has built platforms that challenge the status quo and prioritize authentic engagement over empty impressions. Jeff is also the creator of the award-winning Traveling Golfer TV show, founder of Ultimate Long Drive, and a lifelong advocate for content that informs, inspires, and entertains without selling out to the algorithm.