Paid-for PR - the future of newspapers?

The Guardian is today asking why marketers aren't following newspaper audiences online.

The problem is that newspapers have tried to translate the advertising model they use offline, online. As The New Rules of Marketing & PR points out, that just doesn't work. Interruptive, display-type advertising is just not relevant online. What marketers are looking for is what newspapers have always given away free: editorial content. That way, you get a relevant, engaged audience that is interested in your message.

As brands differentiate themselves through their values, it will make increasing sense for newspapers to look to generate an income from offering paid editorial content, tie-ins etc that are in keeping with their editorial guidelines. That will require newspapers to tread very carefully to bring their readership with them and not be seen as 'selling out' - but if managed well, could make it easier for consumers to find the brands that match their values and for brands to find genuinely engaged audiences.