“We’re all pretty convinced that news doesn’t break on TV anymore,” said Eric Bader, senior VP-managing director of digital connections at MediaVest. “Almost everybody across pretty much every economic and age demographic learns of breaking news online, increasingly on mobile.”

And where the viewers go, so do the ad dollars. Since 2003, CNN’s cable revenue has dropped 11%, from $424.2 million to $378.5 million in 2006, while digital revenue has nearly doubled, from $34.8 million to $71.4 million, according to TNS Media Intelligence.

Mr. Walton wants to make sure that if the audience is tuning out on cable, it’s tuning in to CNN somewhere else. “What we want to do is be able to serve our news anywhere in the world at any time on any platform,” he said.

ADVERTISING AGE: Dear TV, Good Night And Good Luck, Sincerely, The Internet

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