Marketers talk about “paid media” (advertising they have to buy), “earned media” (from press coverage to word-of-mouth buzz) and a growing category called “owned media” (their websites, blogs and social media feeds). The attraction of “owned media”, by definition, is that brands neither have to pay a media outlet for it nor earn it by convincing a reporter that the story is worth covering. That is a problem for the news industry’s ad sales teams and newsrooms alike.