In some reports the Booz Presentation at the ABM Top Management presentation was interpreted as a suggestion to go all the way with your advertiser and a preferable negligence of content, needs and wants of you readers / users
First, I don't think anyone would just go one way
Second, as this chart from Booz suggests there is more to gain, after an initial short time success either way, by adapting the end user driven solution path
Source: ABM Top Manager Meeting / Booz & Co, 2008
'A Roadmap for Profitable Revenue Growth'
main posting ABM Meeting Chicago
Path to Profitable Growth for B2B Media (and other media)