Renowned professor and media critic Robert McChesney has devoted his professional life to examining the ways in which mass media influence society. One of his most important observations emphasizes the intricate network of connections that support traditional media's business model, especially radio's.

Think of the media sector as a large marketplace where various participants engage with one another like vendors in a busy bazaar. The broadcasters and media owners who produce and disseminate content are at one extreme. By offering captivating programs and ads, they hope to draw viewers. Although it's important for these media owners to engage with their viewers or listeners, McChesney notes that their most important relationship is with advertisers.

Advertisers are the buyers in this marketplace analogy who are trying to reach a specific audience through a variety of channels, such as radio stations. Media companies use the money they make from advertising sales to directly fund their operations and pay their bills. Without a solid relationship between media owners and advertisers, the system as a whole finds it difficult to make ends meet. Because of this dynamic, media outlets' financial stability is largely dependent on their relationships with advertisers, even though content creators and listeners may develop emotional bonds.

The economic realities that frequently determine the production and distribution of media are highlighted by McChesney's observation. Similar to how a bazaar vendor may put trade agreements ahead of friendly banter in order to survive, media owners must concentrate on establishing solid business relationships in order to maintain their operations and continue to offer the public useful content.