How to pay for a free press

I recently ran across this article in Le Monde Diplomatique (English version). Following are some snippets from the article, written by André Schiffrin:

• In a media world with one eye on the bottom line and the other on the official line, it’s getting harder to publish or broadcast anything that doesn’t promise huge sales and attendant profits, and that doesn’t say or show what is approved. But it’s still possible.
• The US and Britain have a range of university presses (over 100 in the US, though they account for a mere 1% of books sold). In theory, these could be a vibrant alternative to commercial presses, but they have too often reflected the conservatism of their faculties. They are also under profit-making pressures because universities have followed the capitalist model.
• Conglomerate control has dangerous political and intellectual consequences for media. There is still time to control and reverse this global threat.

What is most eye-opening to me is how far bottom-line decisions have expanded worldwide in shaping literary culture. I really thought the shrinking viability of the small/independent press was an American (or, North American?) problem, but really, it's a global challenge.

I like Schiffrin's broad sweep here, taking into account the various branches of media around the world (newspapers, magazine publishers, presses) and how they might benefit by responding to "best practices" opportunities as a way to shift power away from conglomerates.

But sigh. How long can the little guys—the independent media, the small press—dodge the Man before their knees simply give out?

Isn't there another way? Can't we try, instead, to engage readers in this conversation? They are the direct beneficiaries of a free and unfettered small press. If more readers demanded more products from presses performing these "best practices" miracles, then wouldn't bottom line economics change to correspond with the change in demand?

Consumer activism, anyone? Or do people really care that little about literature?