How one media dinosaur is evolving

Saw an interesting tweet by @themediaisdying about a new business model to drive down content cost and deliver relevant content online. USA Today is partnering with Demand Media to deliver thousands of SEO-friendly articles to drive traffic, then sharing the ad revenue. The article in Advertising Age is here.
It strikes me that this project illustrates the unstoppable unravelling of traditional media. But rather than being a disastrous end to a glorious era, it’s more a case of an industry evolving to stay relevant to the audience. As long as the new content providers maintain standards, I don’t see the problem.
News has always had to pay its way. Quality content will attract an audience and therefore revenue. Paywalls may work in some niche markets, but ease of access is important, particularly for traffic from search engines. And that’s where popularity counts. The media dinosaurs are evolving to keep up with digital change. Experimenting is key to find new sustainable business models. I welcome this one that makes a virtue out of good content.