There is a fascinating story in this week's edition of The Economist ('Calling the shots' May 3rd 2008 page 72). It is about the media in India. Apparently, some top Indian newspapers are signing 'private treaties' with businesses. According to the story, the newspapers accept payment for ads in the form of shares in the advertiser's firm. The magazines very legitimate concern is that this increasingly popular practice is exposing Indian newspapers to growing conflict of interest... The magazine also quotes an India media activist , Sevanti Ninan, and he says this practice will "grow and grow in a media which anyway has little notion of conflict of interest." The great danger in a situation like that is that headlines will be bought and paid for without the public knowing who is doing the paying. The integrity of the newspapers in question will be greatly damaged if this is revealed, but the real problem is that the public will not know the truth and public opinion will be manipulated by hidden puppet masters.