eMarketer predicts [via MediaPost] that 2005 will be the "year of rich media." It also says that - unlike years 1999, 2000, 2001, 2002, 2003 and 2004, which were all named the year of rich media by various parties, but turned out to be less than advertised - this time around, the infrastructure is in place to make it happen. It also doesn't hurt that paid search advertising, last year's growth darling, increased so much that its 2005 growth rate is likely to slow, allowing rich media progress to shine all the brighter. The research firm estimates that rich media advertising will grow to just over $1 billion in billings in 2005, up a little more than a quarter from 2004 levels. eMarketer anticipates general online spending of about $11.3 billion, up from 2004's $9.4 billion. Still, by eMarketer's own figures, paid search is set to grow this year by 19 percent, achieving $4.69 billion in spending, several times the level rich media is likely to see.