报业的末日不是单纯的炒作，而日益成为现实。2007年美国前三季度媒体广告统计表明，报纸广告同比大跌5％，互联网高速增长17％多。电视有所微跌，杂志有所增长。广告总和基本持平。也就是说，广告的此消彼长，基本处于残酷的“零和游戏”。互联网的崛起，主要是抢走了报纸的广告。经营企业的人都明白，一个企业停止增长就是灾难的开始；一个行业停止增长也是灾难的开始。显然，中国的报业也难以逃脱类似的命运。不过从总量上，互联网要超越报纸，还需要时日。

美国媒体广告收入情况 Q1-Q3 2007
媒体	Revenues, mln. $		Growth, %
	Q1-Q3 2007	Q1-Q3 2006	YTY
电视媒体	$46,400.9	$47,286.2	-1.9%
NETWORK TV	$16,163.9	$16,658.9	-3.0%
CABLE TV	$12,730.5	$12,155.0	4.7%
SPOT TV	$11,224.2	$12,038.1	-6.8%
SPANISH LANGUAGE TV	$3,251.9	$3,257.7	-0.2%
SYNDICATION - NATIONAL	$3,030.3	$3,176.6	-4.6%
杂志	$21,807.9	$20,826.1	4.7%
CONSUMER MAGAZINES	$17,293.3	$16,251.9	6.4%
B-TO-B MAGAZINES	$2,687.4	$2,842.4	-5.5%
SUNDAY MAGAZINES	$1,322.1	$1,228.6	7.6%
LOCAL MAGAZINES	$349.2	$361.6	-3.4%
SPANISH LANGUAGE MAG	$155.9	$141.6	10.1%
报纸	$19,239.0	$20,294.7	-5.2%
NEWSPAPERS (LOCAL)	$16,612.5	$17,507.9	-5.1%
NATIONAL NEWSPAPERS	$2,364.6	$2,518.2	-6.1%
SPANISH LANGUAGE NEWSP	$261.9	$268.7	-2.5%
互联网	$8,380.0	$7,149.3	17.2%
广播	$7,972.8	$8,115.3	-1.8%
LOCAL RADIO	$5,377.6	$5,478.2	-1.8%
NATIONAL SPOT RADIO	$1,861.2	$1,917.9	-3.0%
NETWORK RADIO	$734.0	$719.1	2.1%
户外	$2,952.2	$2,827.7	4.4%
FSIs	$1,372.5	$1,386.3	-1.0%
总和	$108,125.3	$107,885.6	0.2%
数据来源: TNS Media Intelligence