The source of the majority of profit in the media comes from advertising, which explains the dependence on ratings, hits and circulation of media products.Bagdikian stresses the importance of advertising means news reports will be presented in a way that avoids offending advertisers, with some stories being cut off completely.Curran et al argues there is a conservatism in the media, which tries to avoid too much criticism in the way society is organised. This means that minority opinion is under-represented in the media.