During my 2nd year at Haas in 2000, I did a special project for the American Business Press, a consortium of industry trade magazines who wanted to explore the risks posed to them by the Internet. My research - essentially media history - revealed that while new forms of media emerge, the "older" forms live on much longer than is initially predicted - as Bambi says, the media "doesn't die"...at least initially. But, as Peter astutely noted about cable advertising, it will eventually taper off. Reference the phonograph or the telegraph. It simply takes a while to happen, as (1) the new media seeks to find a "voice of its own" vs. simply repurposing or mirroring the old media (think of the "brochureware" portals that initially were developed in the late '90s vs. highly the interactive sites of today), and (2) new economic models emerge to support the new media. BTW, the American Business Press subsequently changed its name to the American Business *Media*....