However, the single biggest cost of any campaign is media and especailly television. If the cost of buying television ads, and to a lesser extent radio and newspaper ads candidates would not have to raise so much money. Companies like the New York Times, the Washington Post and most other newspaper companies own television and radio stations. The Times could do much to help the cause of campaign reform by making the cost of ads cheaper.

Walter Cronkite urged media companies offer candiated free space. Why doesn't the Times offere discount rates for most of the campaign season, and given the length of American campaigns they can define it, and as the election nears offer free time. This would take a lot of money out of the process and make the Valero decission moot.