The death knoll of journalism?

The above headline is a bit extreme - however, we can talk all we want about the important role media plays in society, but without advertising dollars to support the industry, we are sunk. (There are a few exceptions that aren't dependent on advertising such as public radio and television, but the majority of the industry is ad dependent). The New York Times has a piece on changing advertising practices with Nike as the main example - they are relying less and less on traditional print and TV ads - using there own Website and broadcasting most of their ads online. They are also reaching out to consumers with community-based strategies - running advice, runner's groups, etc. It's an interesting piece and anyone going into journalism needs to stay informed on what is happening in the advertising world as well.