The global reach, near zero capex, and on-demand services of the Internet has spawned innovation among publishers, blogs, and web 2.0 applications. The problem is that over 90% of the new ventures depend on advertising to pay the bills. Fortunately, the bills are low, but $1.00 minus eCPM's stymy this renaissance of innovation.
The problem is low eCPM's. And the common wisdom that this trend cannot be reversed.