Many contributors to the site are viewing this as a demolition of what they say should be a wall between advertising and content.

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On the same day that AdWeek came out with its report on the top 10 earners in advertising, The Wall Street Journal publishd an article about the rise in pay for the CEOs of the biggest 350 companies.

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If Facebook went public, Wall Street would quickly turn up advertising on the site, a la MySpace (a cautionary tale for Facebook), Kirkpatrick said.

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Beyond big-name movies, Wall Street will be anxious to hear what the media and entertainment conglomerate says about advertising revenue and consumer spending.

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As a skeleton key for the Internet, Google in five years has grown from an academic exercise in search of better ways of finding stuff on the Web into a prodigious advertising business beloved by users, sought by a hundred thousand advertisers, coveted by Wall Street and envied--or reviled--by a swarm of rivals.

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The Wall Street Journal actually seems to be faring relatively well compared to its peers, recently announcing 25% gain in advertising revenue.

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