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Like most media companies, Salon pays its bills through advertising and we profoundly appreciate our advertising partners and sponsors. In this traditional arrangement between reader and publisher, we are able to offer our readers a free reading experience in exchange for serving them ads. This relationship of free or subsidized content in exchange for advertising is not new; journalism has subsisted on this relationship for well over a century. This quid pro quo arrangement, ideally, benefits both readers and media. Yet in the past two decades, shifting tides in the media and advertising industries threw a wrench in this equation.