Who's the real enemy?

Could Mainstream Media's biggest enemy be itself? One source in this article suggests that alternative media is not the greatest threat facing traditional newspapers. Is it possible that the media is making their situation worse by believing their situation is bad? Maybe its some kind of psychosomatic disease or vicious cycle. The disease exists because they say it exists and others start believing it, which in turn makes the problem worse.

http://www.usatoday.com/printedition/money/20090318/newspapers18_cv.art.htm