". . the job of TF1 is to help Coca-Cola, for example, to sell its product. [. . . ] In order for an advertising message to be perceived, the brain of the television viewer must be available. Aiko Tanaka Asian Hot Import Model Our broadcasts are aimed at making that brain available: i. e. "

" Thus, according to this reasoning, news items that most endanger the corporate financial interests that own the media will face the most bias and censorship. The authors claim that the importance of ownership filter is the fact that corporations are subject to shareholder control in the context of a profit-oriented market economy. The theory then argues that maximizing profit means sacrificing news objectivity, and news sources that ultimately survive must be fundamentally biased, with regard to news in which they have a conflict of interest. Funding The authors also argue that the mainstream media depends heavily on advertising revenues to survive. A newspaper like the New York Times, for example, derives 75% of its revenues from advertisements. The authors suggest that this filter is best seen by adopting a traditional business framework. They argue that a newspaper, like any other company, has a product which it offers to its audience (or customer base). Linda Lee Import Model In this case, however, the product is composed of the affluent readers who buy the newspaper — who also comprise the educated decision-making sector of the population — while the audience includes the businesses that pay to advertise their goods. According to this "filter", the news itself is nothing more than "filler" to get privileged readers to see the advertisements which makes up the real content, and will thus take whatever form is most conducive to attracting educated decision-makers. "