Follow the money. Not only in politics is that a solid dictum. Reporters and journalists are buffeted by any winds that blow in advertising, and P & Gs decisions regarding where marketing and where advertising agencies come into their sales process is a bellwether of change. Significant shifting of ad money from magazines to Internet, for example, will just speed the push to retire pulp in favor of electrons.
The way that broadcasting is structured around programming segments that are interrupted by commercials may go the way of the buggy whip, as product placement (would that it will be tasteful and unobtrusive) and sponsorship gain a foothold.
As one old enough to remember radio hours and television playhouses that were sponsored but not interrupted with commercials, this may not be bad for the audience. As far as content creators are concerned--"heads up! Chicago Tribune | P&G launches major change in media spending: "A move to more non-traditional communication outlets to reach consumers would send major ripples through television networks and the magazine industry. P&G, the nation's second-largest advertising spender behind General Motors, has traditionally spent the bulk of its advertising money in TV and magazines."