5. Startups Are Searching For Non-Advertising Business ModelsFinally, the new wave of publishing services are all seemingly anti-advertising. App.net even managed to raise $800,000 on the premise that it would never have ads. Instead it has a subscription model. Its unclear yet how Medium and Branch intend to make money.This is an exciting time for Web publishing. Sure, there are lots of questions to be answered about the latest crop of publishing services. But it feels like there is experimentation happening again on the Web – which is a very positive sign.