From the press, and the panic at established media companies, you'd have thought that Google is steadily munching through every ad market it targets. Google to supply video ads to cable subscribers! Print classifieds! But no company, not even Google, looks quite so formidable close up. Some insiders doubt the Mountain View search engine's commitment to ad markets much beyond its fabulously lucrative core business, text ads keyed to search results. After all, banner ads aren't good enough for Google's own sites. A plugged-in ad exec reports:

Over at Google, I'm hearing that a lot of folks are coming up on the 4-year vest and that many will be moving... not a big surprise, since they've got a lot of money, but partially because those that are working on the more brand-focused ad initiatives like audio and print and video thinks that the company is talking a big game but is not likely to be able to deliver it.

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