Prior to 2008, the industry had hoped that publishing news online would prove lucrative enough to fund the costs of conventional newsgathering. In 2008, however, online advertising began to slow down, and little progress was made towards development of new business models. The Pew Project for Excellence in Journalism describes its 2008 report on the State of the News Media, its sixth, as its bleakest ever. Despite the uncertainty, online journalists report expanding newsrooms. They believe advertising is likely to be the best revenue model supporting the production of online news.