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从理论上讲,广告商并不能对一家报纸或电视台施加压力,因为他需要传播媒介替他作广告甚于传播媒介需要任何一个广告商。但事实往往并非如此。 赫尔顿的书中谈到,有一家报纸的一位记者,弄到了《丹佛邮报》一位负责人写的一份便笺,内容是该报同意为一家新办的商业中心免费刊登总计1820英寸的宣传文章,因为该中心曾付给《丹佛邮报》30页的广告费。类似的有利可图的安排,不止此一例。
In theory, advertisers can not exert pressure on a newspaper or television station because he needs the media to advertise him more than the media needs any advertiser. But the fact is often not the case. In a book written by Helton, a reporter from a newspaper got a note written by a chief executive of the Denver Post that the newspaper agreed to free a total of 1820 free runings for a newly opened business center Inch promotional article because the center paid 30 pages for the Denver Post for advertising. Similar profitable arrangements, not only in this case.