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The mall and the network see the arrangement as mutually beneficial, with the mall gaining television exposure in exchange for a lease arrangement and the network drawing advertising from the shops and restaurants.
Most traditional media companies are scared of Google because it is drawing advertising revenue away from them, but Bertelsmann is quietly making money from the internet giant".For years not everyone was proud of this business," says Mr Ostrowski, "but now everyone is".
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They may also draw advertising away from NBC.
Twitter has lately stepped up ways to draw advertising revenue while Wall Street waits for it to go public.
A combined Nielsen-Arbitron, several radio executives and analysts said, could help draw advertising to the medium.
Facebook and investors are expecting a large valuation based primarily on its potential to draw advertising in the future; its advertising revenue had been growing quickly but remains small compared with competitors like Google.
Some blogs get hundreds of thousands of unique visitors a month, and their creators have drawn advertising from mainstream brands like L'Oréal, as well as endorsements and sponsorship deals.
For decades, the party has pushed television networks here to embrace the market, but conservative cadres have grown increasingly fearful of the kinds of programs that court audiences, draw advertising and project a global image not shaped by the state.
With a readership that is 60 percent male, Rolling Stone has not tended to draw advertising from household brands that are directed at mothers, and this issue is the first time any toilet paper or paper towel brand has advertised in the magazine.
The company also hopes it will draw advertising dollars both search and banners and possibly, sponsorships, says Lee Culver, the telco's executive director of business development.
Those sort of things are designed to capture the moment of an impulse purchase, increasingly offering alternative marketing products to its partners — and potentially to draw advertising dollars away from Facebook (or Snapchat).
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com