Web was basically an application built on top of the internet. It was free, because it depended on advertising.
Now the rise of ad blocking applications doesn’t only mean a change of revenue model is necessary, but it also hints at the end of the web and web browsers in general.
Paywalls as a solution take news websites a step closer toward mobile apps. And mobile apps are replacing the web.
When the transition is over, internet will mean apps, instead of sites. And many of these apps won’t be free to use, as it is the case now. So revenue models will have to change toward something like cable tv: When you pay for your high-speed internet connection , you will have to pay an extra monthly fee for subscription to a news package, entertainment package, education package, etc.
Soon ISPs (mobile or else) will partner with content-providers who have lost much of their advertising revenue. Some content-providers will become ISPs. Facebook for instance is testing waters already with its internet.org project, to become an ISP. It has already partnered with some big journalism outlets (Instant articles project) to bring in their content into its own system.
Soon we’ll be paying Facebook and other ISPs every month to have access to the internet as well as access to professionally-made content. This will be the main source of revenue for many newspapers and magazines.
Google has long dedicated most of its resources to web. Most of the money it generates come from text ads which is founded on hyperlink. But now that web, hyperlink, and ads are in demise, it will need to readjust to survive.
These were obviously some sketchy ideas. But I would love to further explore them.