Perhaps the social reputation route is the right model.

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Zipping down Interstate 5 in a sleek silver Tesla Model S en route to Los Angeles from San Francisco the only sound I hear is a century-old gasoline-powered paradigm being smashed.

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While most health sites in the past have focused on ad-based media models with an encyclopedia or magazine model, HealthTap does not want to go that route, Gutman says.

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Many (most) go the advertising route, but Punchfork decided to try its hand at the API subscription model (read our in depth interview here).

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He came up the same route I have, so he's always been a bit of a role model.

BBC: Smith has dealt well with the step-up in class