Ask an attorney to help you understand. Get help here. Paul opens his favorite business magazine to find a fawning interview with Amazon's Jeff Bezos. Then he picks up the morning paper and reads a long story on a new donut chain being built in his town. Later he catches a feature piece on CNN about a guy who sells funny handmade shoes and learns accounting secrets from a CPA in Ohio.
Media hands out millions of dollars in free publicity every day.
As well as advertising works, a media story about you almost always pulls better. The familiar and respected voice of a newspaper editor, magazine writer, TV reporter, or radio personality talking about you holds lots of weight with the audience. The secret varies depending on what your business does and HOW BIG it is. Political figures find their words in the media for almost any pronouncement. The local college football team gets press even if there is nothing much to cover.