Madison Ave Fears Google?

A recent BizReport article suggests that the advertising industry is eyeing Google as a danger following their venture into print media.
I have also heard whispers about TV and radio but the knock was Google was having a hard time working a way to tie that to search.
Well print is independent and the push for pay-per-call may add up to a legitimate concern.
Afetrall Google maybe a search engine but it is fast becoming a global media company.