• Adweek, Monday, February 15, 2010 11:44 PM

Newspapers, the newsweeklies and national evening network news programs have suffered from an inability to keep up with 24-hour cable news networks and the Internet. The general business magazines, the b-to-b press and newspapers have all suffered as both readers and marketers have moved their focus to the always-on digital arena.

Time spent online as a percent of overall time spent with media has been going up every year for the last 15 years. With the shift in consumer focus, ad dollars have been transitioning online as well. (While the overall percent of ad dollars online has continued to go up, the gap between ad spend and time spent has in fact been widening.)General-interest media is coming to an end. Media will be about pointillism, with the consumer free to dive into specific areas of interest when, where and how he or she wants.

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