Gives example of the effect of advertisers on news media.
Most of the income of for-profit media outlets comes not from their audiences, but from commercial advertisers who are interested in selling products to that audience. Although people sometimes defend commercial media by arguing that the market gives people what they want, the fact is that the most important transaction in the media marketplace–the only transaction, in the case of broadcast television and radio–does not involve media companies selling content to audiences, but rather media companies selling audiences to sponsors.
This gives corporate sponsors a disproportionate influence over what people get to see or read. Most obviously, they don’t want to support media that regularly criticizes their products or discusses corporate wrongdoing. More generally, they would rather support media that puts audiences in a passive, non-critical state of mind-making them easier to sell things to. Advertisers typically find affluent audiences more attractive than poorer ones, and pay a premium for young, white, male consumers-factors that end up skewing the range of content offered to the public.
