Freedom from friction
Friction in publishing comes in many forms, including poor website experience (e.g. slow load times, bad layout, awkward navigation, etc.), intrusive advertising, too much commoditized content and paywalls.
News publishers have yet to eliminate all of these friction points, which is why so many of them are struggling to grow and monetize their digital audiences.
If publishers treated their websites and advertising as they do their editorial content, the industry would not be in this predicament. By ignoring the basic law of economics (supply and demand), advertising has become commoditized due to an over-supply of platforms and ad space. No wonder CPMs are so low.