[eapotapov]

I think the biggest problem is that the media got dissolved within social networks clickbait titles were existing before - just remember tabloids.

the thing is that when you see offline media you see: 1. the brand 2. you know how reliable is this media 3. you usually know the audience and think if you're part of it and trust the media

so in offline, they don't afraid that their reader will buy something else (well they afraid, but it's not a matter of click)

in facebook it's all just titles when reposted and people don't check where exactly it was published before clicking

so it's just like "national examiner" will have a version published in the design of nytimes or anything else - so they will not only have their audience but will try to get a slice of other media's audience

it could have been a quite complex thing to do for offline media as you need to actually print the edition, and pay money for it, but it's free for online, and you get money per view/per click

so i think it's definitely a war between media for this new spread audience on social, there should be a new way to re-establish reliability