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The Brass Check
The Brass Check

Chapter XXVII · The Owner and His Advertisers

Cover illustration for The Brass Check
Context Illustration Reading 1/40 · 5 lines
English subtitles · tap any word to listen 1 / 5
The third method by which the “kept” press is kept is the method of the advertising subsidy.
This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.
Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.
And of course the old saying holds, that “he who pays the piper calls the tune.”
The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.
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AI-generated narration by OpenAI · Slow US English
LEARNER DICTIONARY
Archivist
/ˈɑːrkɪvɪst/
Editorial verification pending

A keeper or guardian of historical records and memories.

The Brass Check

Chapter XXVII · The Owner and His Advertisers

Reading 1/40 · 5 reading units · Lines 1–5

Line 1
The third method by which the “kept” press is kept is the method of the advertising subsidy.
Line 2
This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.
Line 3
Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.
Line 4
And of course the old saying holds, that “he who pays the piper calls the tune.”
Line 5
The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

Learner Dictionary

Oxford-style entry order: headword, part of speech, US IPA, concise definition, contextual example, audio, and collocations from this reading.

Being auxiliary verb US /ˈbiːɪŋ/

the -ing form of “be”

From this reading “Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.”

Course noun US /course/

an important story-specific word used in this passage

From this reading “And of course the old saying holds, that “he who pays the piper calls the tune.””

Itself pronoun US /ˌɪtˈself/

used when the thing doing the action is also its object

From this reading “The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.”

Might modal verb US /maɪt/

used to say something is possible but not certain

From this reading “The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.”

Third noun US /third/

an important story-specific word used in this passage

From this reading “The third method by which the “kept” press is kept is the method of the advertising subsidy.”

Upon preposition US /əˈpɑːn/

a formal word for “on”

From this reading “Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.”

All words in this reading · 85

Every word is available to listen to. Dictionary details are shown only when verified; these are not licensed Oxford entries.

adeterminerUS /ə/

used before a singular noun to mean one of a group, when it is not a particular one

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

advertisers

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

advertising

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The third method by which the “kept” press is kept is the method of the advertising subsidy.

andconjunctionUS /ənd/

used to join words or parts of a sentence that go together

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

angling

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

areauxiliary verbUS /ɑːr/

the form of “be” used with you, we, they, or a plural noun

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

bait

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

beingauxiliary verbUS /ˈbiːɪŋ/

the -ing form of “be”

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

Big

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

bring

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

Business

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

butconjunctionUS /bʌt/

used to introduce something that contrasts with what came before

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

byprepositionUS /baɪ/

showing who or what does the action

From this reading The third method by which the “kept” press is kept is the method of the advertising subsidy.

calls

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading And of course the old saying holds, that “he who pays the piper calls the tune.”

competitive

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

coursenounUS /course/

an important story-specific word used in this passage

From this reading And of course the old saying holds, that “he who pays the piper calls the tune.”

cynicism

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

dependent

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

device

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

extent

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

fact

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

feeds

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

Financially

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

fishermen

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

forprepositionUS /fɔːr/

intended to be given to, or used by, somebody

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

game

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

graft

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

hepronounUS /hiː/

a man, boy, or male animal already mentioned, as the subject

From this reading And of course the old saying holds, that “he who pays the piper calls the tune.”

holds

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading And of course the old saying holds, that “he who pays the piper calls the tune.”

hook

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

inprepositionUS /ɪn/

inside something, or within a place, period, or state

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

isauxiliary verbUS /ɪz/

the form of “be” used with he, she, it, or a singular noun

From this reading The third method by which the “kept” press is kept is the method of the advertising subsidy.

itpronounUS /ɪt/

a thing, animal, or idea already mentioned

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

itsdeterminerUS /ɪts/

belonging to the thing or animal already mentioned

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

itselfpronounUS /ˌɪtˈself/

used when the thing doing the action is also its object

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

journalistic

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

kept

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The third method by which the “kept” press is kept is the method of the advertising subsidy.

legitimate

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

magazine

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

magazines

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

main

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

method

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The third method by which the “kept” press is kept is the method of the advertising subsidy.

mightmodal verbUS /maɪt/

used to say something is possible but not certain

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

more

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

newspaper

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

newspapers

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

notadverbUS /nɑːt/

used to make a word, phrase, or sentence negative

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

occupy

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

ofprepositionUS /ʌv/

belonging to, or connected with, somebody or something

From this reading The third method by which the “kept” press is kept is the method of the advertising subsidy.

old

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading And of course the old saying holds, that “he who pays the piper calls the tune.”

orconjunctionUS /ɔːr/

used to join alternatives or possibilities

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

ourdeterminerUS /ˈaʊər/

belonging to the speaker and others

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

parasites

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

pays

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading And of course the old saying holds, that “he who pays the piper calls the tune.”

pipeline

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

piper

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading And of course the old saying holds, that “he who pays the piper calls the tune.”

popular

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

press

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The third method by which the “kept” press is kept is the method of the advertising subsidy.

public

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

readers

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

reading-matter

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

saying

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading And of course the old saying holds, that “he who pays the piper calls the tune.”

selected

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

speaking

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

statement

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

subject

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

submitting

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

subsidy

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The third method by which the “kept” press is kept is the method of the advertising subsidy.

thanconjunctionUS /ðæn/

used to introduce the second part of a comparison

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

thatconjunctionUS /ðæt/

used to introduce what somebody said, thought, or felt

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

ThedeterminerUS /ðə/

used before a noun that is already known, already mentioned, or the only one of its kind

From this reading The third method by which the “kept” press is kept is the method of the advertising subsidy.

theirdeterminerUS /ðer/

belonging to the people or things already mentioned

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

theypronounUS /ðeɪ/

the people, animals, or things already mentioned, as the subject

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

thirdnounUS /third/

an important story-specific word used in this passage

From this reading The third method by which the “kept” press is kept is the method of the advertising subsidy.

ThisdeterminerUS /ðɪs/

used for a person or thing that is near, or that has just been mentioned

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

toparticleUS /tuː/

used before the base form of a verb to make the infinitive

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

today

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

treated

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

tune

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading And of course the old saying holds, that “he who pays the piper calls the tune.”

uponprepositionUS /əˈpɑːn/

a formal word for “on”

From this reading Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook.

used

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

volume

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading The extent to which the bait used in the game of journalistic angling is selected and treated by the business fishermen, is a subject which might occupy a volume by itself.

whereby

Dictionary entry pending editorial verification. Tap Listen to hear the word.

From this reading This is the “legitimate” graft of newspapers and magazines, the main pipeline whereby Big Business feeds its journalistic parasites.

whichpronounUS /wɪtʃ/

used to introduce a clause giving more about a thing just mentioned

From this reading The third method by which the “kept” press is kept is the method of the advertising subsidy.

whopronounUS /huː/

which person or people

From this reading And of course the old saying holds, that “he who pays the piper calls the tune.”