This inversion seems likely to be the way it goes. Networks buying content (TV model), rather than publishers buying ads (newspaper model).

People keep trying to start paid-for publishing networks. Maybe Netflix will start reaching out to prominent youtubers and take them on as series? Maybe Reddit should find a way of giving "gold" to the link target of a post as well as just commentators?

The Facebook Instant Articles thing is in a good position for this. Move content to special-purpose browsers controlled by the company serving the ads.