As the industry nears its 100,000th post-recession layoff, dragging newspapers, magazines and television down with it, it’s become apparent that selling ad space is an unsustainable revenue model for media as a whole. It is from the chaos of this moment that the relationship between content and capital will be defined for generations to come. Either quality content and valuable journalism will prevail, or a failing ad industry will survive by cannibalizing faltering media outlets: pitting the sponsored versus the authentic in a deathmatch for attention, relevance and the almighty dollar.