The document discusses who will fund journalism in the future. It argues that while new digital media are unable to support journalism as traditional organizations due to challenges in generating profits, traditional media players will increase their strategic value of digital products to maintain their reach. The author believes old media will continue funding journalism by adapting revenue models and leveraging new technologies, rather than new media taking over this role as challenges in profiting from digital content make that unlikely. Rethinking how to generate revenue from digital and multi-platform delivery will be important to sustainability.