Advertising in disruptive times

There's a lot of talk now in all media saying "What should we charge
for?"
to "How can papers and magazines survive?"

Jeff Jarvis has (of course - lots of great thoughts are compiled and
created
by this great guy!) given this several thoughts and blogs... Like this
one:

http://www.buzzmachine.com/2009/06/06/decencyad/

One sentence got me started: "Advertising is failure". Well, you don't
necessarily
have to agree - but with a society of less megaphones and more dialog
oriented
communication, that MAY be true! How to steer in this new landscape is
not easy
to say, as your basic strategy plays an even bigger role than before!

You can be sure we will cover more of this here!

What's your view on this? I always appreciate your thoughts!

Johan