From The Columbia Journalism Review

In 1944, Lt. Hiroo Onoda was sent by the Japanese Army to the remote Philippine Island of Lubang with instructions to never surrender to the Allies and to fight to the death.

“We’ll come back for you,” his commander wrote. “But until then, so long as you have one soldier, you are to continue to lead him. You may have to live on coconuts. If that is the case, live on coconuts!”

At this point, the people opposing subscription models for American newspapers and advocating for them to be supported by digital ads (and unproven innovations somewhere in the future) are living on coconuts.

The war is over. The evidence is in. Newspapers, large and small, premium and not, gain additional revenue through subscriptions and lose little if anything in digital ads (UPDATED this sentence to add links to more evidence, since Digital First’s Jim Brady doesn’t like my Press+ link in the previous sentence.)

The Allies have won.

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