The key is to limit advertising to the point where there is always demand for the spot, and/or not reliant on major sponsors. eg. If coke is willing to spend $

The key is to limit advertising to the point where there is always demand for the spot, and/or not reliant on major sponsors. eg. If coke is willing to spend $15 million and pepsi $10 million if you sell the ad to coke for $10 million you know you can always sell to pepsi for $10 should you piss coke off. Ideally you should have a bunch of smaller advertisers such that it's easy to find another person to take the spot. It's an issue for any business and something DHH talks about regarding not getting big clients which you inevitably end up becoming beholden to.