There’s much debate about how to ‘cash in on content’ and make the delivery of news a profitable activity once again. Looking beyond the most straight forward option of a subscription model, some publishers such as CNET, Gawker and Metro are trialling pay-per-page view and web traffic bonuses for their journalists.

But could this be a threat to journalistic integrity? Payment by results creates a market where journalists write content that will most appeal to a popular audience.

Advertising no longer generates the revenues that it once did but emerging ad models have a role to play. Branding content is one possibility but BloodCopy, a new advertorial-funded blog has been attacked for being ‘dishonest’. In the age of conversational media and citizen journalism, honesty is critical