We expect to see single-subject websites persist and proliferate, largely on the back of foundation funding and personal sacrifice by their founding teams. But to thrive they will need a fusion of reporting experience and startup savvy—essentially, the skills of small business management. News entrepreneurs, like any other entrepreneurs, need a combination of prowess, persistence and passion. Paul Petrunia, founder of Archinect, commented: When I see a new startup like a blog, it’s immediately apparent if it’s being driven by a passion or not. When it’s not, I have very little faith it will last. So I think that passion is incredibly important, especially in the beginning, when sometimes that’s really the only thing that’s keeping you going. Every site that I’ve seen that’s done well has really been narrowly focused. I think that’s what people expect and look for these days. We anticipate single-subject news will accelerate the trend of “unbundling” the newsroom: Bleacher Report as a spun-off sports desk, FactCheck.org as the outsourced function of a political desk, Education News Network (Chalkbeat) as a specialized bureau on local schools. Today’s generation of journalists can and will create new content where they see a deficit. The demand for in-depth news coverage by niche audiences is spawning new salable products for the digital marketplace. The unanswered question remains as to where supply and demand will level off, thus shaping the emerging field of news startups into a stable ecosystem of quality work.