In newspapers and magazines ... a great number of advertisers (the sum total of those represented) simply join forces in supporting the daring venture of putting out an issue; they buy space and hope to attract some unwary reader's glance, but they don't buy a writer or an artist, they don't create material, and their products are dissociated from the work and the personalities of the men and women who do create the editorial content. How different is TV, where the sponsor and his agency are in the saddle most of the time.
