Publishers have complained that digital advertising giants, such as Facebook and Google, don't adequately compensate them for content.

The Danish plan is based on a controversial European Union copyright directive that lets news publishers claim revenues for online use of their material.

The system comes as more digital platforms develop ways for creators -- whether they're journalists, yoga instructors or video game experts -- to monetize their content.

Publishers can be forgiven if they're suspicious of Google's proclaimed support for the publishing industry.

The common characteristic among top publications: Their paywalls work to bring readers into the purchase funnel.

The experiential and outdoor campaigns are notable as more advertisers aim to reach consumers emerging from their isolated existences.

Because the newspapers and journalists would have to be focused on local news to qualify for the credits, smaller publications would benefit, too.

Newspapers saw ad spending rise 10% in April and 8% in May.

The world's media capital isn't immune to the problems facing local news outlets.

The steep drop in job cuts and the pickup in hiring plans offer a mixed view of the outlook. Ad spending is expected to roar back this year, but mostly in digital.