In the current issue of Advertising Age, Omar Tawakol breaks down the implicit contract which exists between publishers (of any medium) and consumers of their content. Although most of his arguments are not focused on newspapers and magazines and their websites, the issues he brings up are extremely relevant as print outlets continue to try to successfully monetize their online properties. As we have pointed out in this blog before, something has to change; the idea that traffic will yield revenue is flawed. Tawakol's insights offer some explanation on why the current system doesn't work and how it might be changed. Full story in Advertising Age here.