So long as journalists are paid with ad dollars, content will always trend towards the lowest common denominator.

This applies to all media in general; but there really needs to be a better metric for quantifying impact than clicks. If writers, etc. are rewarded for advancing knowledge, then many many more people would be enabled to do so.

Hell, perhaps we don't even need a new metic, and instead just subsidize everyone with UBI. Those who provide long-term value will outweigh those who only consume.