The mass media press is losing money because it is losing trust. More and more people realize how bad they are at doing their jobs.

They mishandle every story, take the wrong stance on every issue, and can't seem to get into their heads the idea of unbiased reporting of facts. The article even admits they have been unfairly bashing bitcoin

They also seem to be married to obsolete distribution models. Blogs are not necessarily less trustworthy than a printed piece of paper.

As for ad revenue, claiming that its worse for online ads then it was for newspaper ads is ridiculous. Its never been higher as google can attest.