Summary
No surprises here as newspapers continue to lose relevance amongst readers and advertisers. The Internet will be the biggest winner as has been forecasted for a while now
Analysis
Yes Internet advertising will exceed all others by 2011 but let's not forget the internet is comprised of a number of different media including TV. How, where and when we view TV becomes less of an issue with the migration to PC's, mobile, etc. Time shifting and on demand viewing have been with us for some time now, what's really different is the "appliance" being used for entertainment and information. In some ways the internet is like Network TV during the golden age of TV, 3 commercial networks amassing 90%+ of the viewing audience. fast forward and now we have this "thing" called the internet that has the potential to deliver comparable numbers of media consumers.
Let's spend less time agonizing and arguing over who's #1 and more how we can effectively use the technology to better educate, entertain and help marketers sell products.
