TV as we know it, and print media are dinosaurs in the sense that they are going extinct, and nothing can save them. It's a shotgun approach/one-to-many relationship which categorised the vast majority of 20th century communication.
Now we live in a universe where many-to-many communication is the norm, and rapidly expanding our ability to store, process and filter information. With many-to-many, a soap company can tell exactly how many house-spouses in Delaware are interested in their product, rather than printing an ad in a paper, or playing an ad on local TV and just guessing as to the impact.
But we have vested interests at work. Does the New York times reduce its print rates, and demand more for its web rates? No. Instead they put up a wall and make it harder to see their online ads. Can I charge higher advertising rates than NYT? Not likely more than a relatively static percentage. And so we are.
To be clear, since many AC's seem to be struggling on this point - tv/print - overvaluated. Online ads - undervalued.