Can a publisher use crowdfunding to replace ads?

We’ve already seen Kickstarter, the popular crowdfunding platform, used to finance some fairly interesting media experiments, including books from authors like Seth Godin, record albums by artists like Amanda Palmer and even an entire magazine in the case of Matter. But could a publisher use the service to crowdfund their way out of the advertising-revenue trap that many media companies find themselves trapped in? Penny Arcade, which publishes online comics and puts on related events, is trying to do exactly that with an ambitious Kickstarter campaign aimed at replacing the revenue it currently gets from advertising with funding from fans. But will it work? And could it provide a model for other media companies?

Tags: