Only slightly related, but a number of media outlets are currently talking about cartelizing their web subscriptions. I think that Michael_Dorman's largely cor

Only slightly related, but a number of media outlets are currently talking about cartelizing their web subscriptions. I think that Michael_Dorman's largely correct on this issue, however: If they do find they can even legally follow on your suggestions, there is still the next question of whether it's the most cost-effective buy. For some branding purposes (the prestige buy you mention), it might be. But while that is a substantial spend, it's not the majority spend and at the end of the day, cartel or not, the revenues simply won't reach where they need to be to support their businesses.