SOAP BOX OR BOX OF SOAP.

Mass media in the USA have hosted news content and delivered audiences to advertisers. While advertiser support for traditional news media has been dropping, activities of online 'citizen journalists' have been on the rise. A key question for both traditional news organizations and citizen journalists is who will pay for online news. In-depth interviews were used to gain insight into consumer understanding of changes in the relationship between news and advertising as both adapt to the online environment. Three types of news and advertising users emerged: engagers, receivers, and avoiders. The research also identified three approaches to user-generated content: broad participation, participation primarily in interpersonal exchanges, and avoidance. Implications are discussed for how these consumer perceptions and activities might shape future funding of online news. [ABSTRACT FROM AUTHOR]