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Number two is the obvious answer. There are several alternative models being explored involving micro-payments or revenue share. Two off the top of my head:

- Brave browser, blocks/replaces all ads by default, ran by one of the founders of Mozilla

- the Dutch company Blendle provides an ad-free, pay-per-article service: https://en.wikipedia.org/wiki/Blendle

- Beacon is a crowd-funding platform for journalism https://www.beaconreader.com/

Think of music streaming services and how you don't need to listen to a barrage of ads on the radio anymore.




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