Traditional Media Adopt Online Advertising Methods - Yahoo! News

"With online advertising's projected 20-plus percent growth rate this year far outpacing other media outlets, traditional media is feeling pressured to become more like it, according to ad executives and industry analysts. Google, the leader in online advertising, is already capturing more advertising dollars than newspaper giants like The New York Times and Dow Jones, and its market cap is well above Disney's. Its success has been driven by an ad system that delivers targeted ads, measurable results and stock market-like pricing."