The New York Times has been chroncling the resurgence of the online advertising market, but it adds some nuance to the story today in suggesting online newspapers may not be the beneficiaries of any rebound in activity.

The Times cites significant renewal in revenues as such services as Google and Yahoo, but tepid results at America's larger newspaper companies. While the buzz of launching products with news sites might be attractive, eventually that buzz dies and advertisers go elsewhere.

The problem, the Times notes, is the abundance of more affordable and no less attractive Web site. Even though many newspapers would say their Web operations offer advertising at pennies on the dollar, the Times' piece suggests those pennies are altogether too high.