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But while Google is an unusual company in many ways, when you boil down its business strategy, you find that it's not quite as mysterious as it seems. The way Google makes money is straightforward: It brokers and publishes advertisements through digital media.

Three centuries after the appearance of Franklin's Courant, it no longer requires a dystopic imagination to wonder who will have the dubious distinction of publishing America's last genuine newspaper. Few believe that newspapers in their current printed form will survive. Newspaper companies are losing advertisers, readers, market value, and, in some cases, their sense of mission at a pace that would have been barely imaginable just four years ago.

As magazines and newspapers hunt for the new thing they need to be to thrive in the Internet era, some find that part of the answer lies in the old thing they used to be. Publications are rediscovering their archives, like a person learning that a hand-me-down coffee table is a valuable antique. For magazines and newspapers with long histories, especially, old material can be reborn on the Web as an inexpensive way to attract readers, advertisers and money.