Publishers should abandon both paid content AND advertising to survive

A proposed model for newspapers. How far does it carry over for scholarly journals? Excerpt: "What can they do? Start with the Because Effect. Don't try to make money with content, try to make it because of it. Content can be the social object around which communities of purpose form...instead of having them imposed on them and fed to them through advertising. Publishers can become platform organisations: platforms for creating outcomes with genuine ROI rather than platforms for pumping out things people may find useful attached to ads for things they rarely do. Pay for content/Place ads on content, worked in a world of mass production and distribution - of mass media. But a new 'neither' model is required in a world of niche, of communities of purpose, of active rather than passive consumers - in a networked world....."