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"...traditional notions of separation of editorial and commercial interests are weakening. Advertisers have a large and increasing role in determining media content."
(Edward S. Herman and Robert W. McChesney)
Advertising forms an extremely powerful industry. It is concentrated in the hands of three huge agency networks. Omnicom, Interpublic and WPP run hundreds of subsidiaries spanning the whole globe. The 1998 Gross Income of the big ten of advertising came up to USD 22.379,600,000 which is half of Slovakia's GDP.
Pressure from advertisers on content providers is not the exception anymore; it has become the rule. With the rising interest of advertising in digital media, this concept now also creeps in the virtual sphere.