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Shannon Matthews: a tent pole story

As advertising budgets are squeezed, the internet may be the only thing that saves the media, reports Andrew Currah in this month’s Prospect. Thanks to web analytics technology, publishers can offer advertisers much better targeted and more effective adverts; and publishers themselves can learn more about what people want to read. This all could potentially make the news becomes more accessible, engaging and relevant.

On the other hand, it could also mean that editorial values…

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