Priviledge of being readed

Just found a great small article here http://www.pubexec.com/blog/the-no-1-rule-b-to-b-audience-development-301301.html.
It is about publishing and the fight for audience. This days the fight is not about convincing somebody to buy your content, but about convincing them to read what you give them (most probably free). Most authors are well under paid for the effort done writing articles, novels ... you name the material. On the net at least they knew somebody is interested in that material. That's a reward in itself (let alone the fact that you get your payment from google when you put "add sense" inside).
One way or another the commercial publishing will exist and publishers will still sell content, whether as ebooks, paper books or whatever else, but they have to accept the fact that the selling applies only on some specific kind of content. And nobody established what's that specific kind.
That's the beauty of life ... we have to discover that.