Madhukar on the Media

Dr. Madhukar Shukla on his Blog says:
"... most of us tend to believe - somewhat naively - that when we buy a magazine or a newspaper, or watch a TV channel, we are the customers, because we pay for it (even if nominally).

We tend to ignore that the media revenues come, not from subscriptions paid by its readers/ audience, but from advertisements paid for by businesses.

So, perhaps, a more rational way of looking at media should be like this: Media sells its subscribers/ audience/ spectators/ readers to its primary customers - the businesses, and gets paid for that service!!!"