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Bronze plate for printing an advertisement for the Liu family members needle shop at Jinan , Song dynasty China. In June 1836, French newspaper La Presse was the very first to consist of paid advertising in its pages, permitting it to reduce its cost, extend its readership and improve its profitability and the formula was soon copied by all titles. In media for equity , advertising is not sold, but supplied to start out-up providers in return for equity If the company grows and is sold, the media organizations acquire money for their shares.

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