The media is dependent on advertising to pay for production and distribution. Advertisers only place ads in popular media within their selected markets. What makes the media popular is the quality of the stories. The quality of the stories depends on quality sources. The media is dependent on experts to provide insight, knowledge, and accuracy.
Experts draw the interest of the audience, which draws the advertisers.
You, as the expert, are fundamental to media economics. It cannot happen without you. The key to this is bringing real value to your relationships in the very first appointment. Learn as much as you can about them. Be genuinely curious.