At the end of a New York Times piece on keyword ads in stories, there is this fascinating quote:

Kaizad Gotla, an Internet analyst at Nielsen/NetRatings, said there was more demand for places to advertise online than there was original content around which to sell ads. “There is definitely a shortage of supply,” he said. “That leads to this kind of experimentation.”

Not very long ago, no one (really) would have guessed that this would ever happen. But we’ve had the same in Norway, last year the main news sites were fully booked with ads months in advance. So ad prices should go up, but the modest observation here is just this: Even now, after ten years of online journalism, we don’t realize its full potential. Not what it can become financially, not what we can do with it. More notes forthcoming on this. Meanwhile, it’s great to see people experimenting.