Sports Illustrated readers are getting early access to online versions of magazine articles in exchange for watching a 30-second ad. The Selectable Media ad serving comes at a time when publishers are abandoning pay walls that are having trouble competing with a surfeit of free content. "More and more people are expecting content to be free. Publishers are coming to grips with that new reality and looking for new ways to monetize that content and create premium content that can still be profitable," says Matt Minoff, Selectable Media's CEO.

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