Submitted without comment. Yet. (AA weighs in.) At a minimum, I'd say that Mariotti crowing about mainstream sports media going online is so... 2005.
Mariotti will get page views because AOL drives PVs, not because Mariotti drives audience.
The idea that a "name" columnist drives audience is the very essence of "mainstream" newspaper-sports-section thinking -- and was debunked a long time ago (though still perpetuates today).