According to this post by Dylan Stableford, Ralph Lauren is building such a powerful media presence online that he questions their future need for traditional print advertising:
His presentation, though, should give publishers pause, too. If an advertiser is so ahead of the game online, and as print fades, why should they care about your Web site?
Very good question. If a retailer develops their own audience online with content, why would they need to advertise to the extent they had in the past?