Everybody knows it. They are running out of money. They are going bankrupt. Because they don’t get it. So what do they do? They ask you to pay for content. Recently, Business Insider started putting paywalls in front of articles, following the lead of almost all other news sites. How will people respond? How much will they pay? It will never happen, because once people have experienced freedom, taking it away will anger people. Freedom of free information. Once you have it, and it’s taken away, you will never pay for information again. So what will people pay for today? I’ll tell you what people won’t pay for. They won’t pay for standard news coverage. They won’t pay for news articles on the latest shootings, and they won’t pay for articles on trending twitter topics. We will close the tab. We will find that information somewhere else. Objectivity is gone. It never existed, and now it’s gone for good. You need to create good content. Good content can mean uncovering hard cold facts, but most often it doesn’t. Good content means taking facts–often contradictory facts–and helping readers draw conclusions. Won’t this lead to a polarized viewership? Don’t people want an objective media outlet that tells news the way it is? People don’t. People never have. Instead of looking for objectivity, we look to find multiple opinions, and then weigh their arguments. It’s something we already do. Google search “Is salt good?” Then, search “Is salt bad?” The era of facts and information has ended. There is no need to know the scientific properties of salt, or the exact side effects that it has on humans. We can get that information in less than ten seconds on our phones. What we need are opinions derived from these facts. We want to know what others think, and decide to agree, or disagree with their views. Some media outlets such as Prager University understand this, and they have grown substantially as a result. Some successful journals or media sites pride themselves on being objective. They tell you that they just state the facts. Did you know humans cannot multitask? Did you know our brains work by association, not by logic? These are facts. Yet they are factual opinions. This is what news organizations need more of. Factual opinions are facts drawn from iterative research and scientific method. Yet they are opinions because they contradict beliefs that most people hold. You might not know that the biggest cause of black criminality is raising kids out of wedlock. Fact, but also opinion. How do you produce factual opinions that people like to click? You research controversial subjects. You have the guts to investigate topics that others glance by. When people tell you to “create valuable content”, this is what they mean. Factual opinions are not easy to produce. This is why they are so valuable. I hope that news organizations start catching on to what makes John Oliver so engaging, or why the Huffington Post has become as big as it is. They don’t just tell you the facts. They do it in a way that changes they way you think of the world.