ABSTRACT
This chapter explores arguments which suggest that a viable journalism requires alternatives to commercial funding. Mainstream debate across industry and the academy accepts, often as a premise, that journalism can only flourish as a commercially delivered product operating in highly volatile and adverse market conditions. For digital journalism, the fastest growing form of ad-integration is 'native advertising,' a form of branded content that is produced by or on behalf of marketer and appears within or alongside publishers' own content offering. The chapter outlines various proposals to draw on public, private, and civil society resources to fund journalism. The main alternative source has been public funding, including direct and indirect subsidies for news publishers and funding for public service media (PSM). The use of grants and civil society resources can support innovative models of journalism and contribute to pluralism. With the commercial system failing, resourcing a viable journalism that includes a sizeable body of salaried journalists will require building on PSM.
