The inexorable crisis of the news publishing industry and the difficulty in finding business models able to replace the decline of so-called "legacy media" imposes a reflection about the sustainability of journalism in the medium and long term. How to avoid the dictatorship of the click, the block of ad-blockers, the continuous reduction of costs at the expense of quality? Is it possible to re-build a relationship with the community of citizens based on service and trust? Is it possible to entrust philanthropy, the direct support of the readers, of public and private institutions? Is it necessary to transform the publishing companies into non-profit organizations? Can quality and reliability be guaranteed without neglecting business? From the ProPublica model to local experiences and civic journalism: an attempt to find a way forward based on successful experiences.