In the future all information (content) will be free. Users will only pay for functionality (e.g. search) or personalization. We will see more newspapers becoming free to read (e.g. Metro) or free to place ads (e.g. Loot) although a substantial proportion of ad revenue will move online where it will be customized. Paradoxically, we will also see more high end media charging readers for pure information (ad free content).