Proponents of the paywall believe that it may be crucial for smaller publications to stay afloat. They argue that since 90 percent of advertising revenues are concentrated in the top 50 publishers, smaller operations can't necessarily depend on the traditional ad-supported free content model the way that larger sites can.[39] Many paywall advocates also contend that people are more than willing to pay a small price for quality content. In a March 2013 guest post for VentureBeat, Malcolm CasSelle of MediaPass stated his belief that monetization would become "something of a self-fulfilling prophecy: people [will] pay for content, and that money goes back into making the overall content even better."[40]