"At an international level, the media development community should advocate for standards governing media cross-ownership limitations, best practices in media licensing, and the licensing of the broadcast spectrum. States should adopt net neutrality and support increased uncensored access to social media and Internet news sources. They should scrutinize media ownership sales and declare non-transparent sales of media companies illegitimate and make their ownership visible. Media owners, governments, and media development funders and practitioners must modify the belief that advertising will always automatically support independent media. It won’t. It is not in any advertiser’s business model to underwrite news reporting; first and foremost, it is their fiduciary duty to build their own customer bases. If that means redirecting marketing strategies to more effective platforms, they will. And they have. The media development community should commit to aggressively accelerating the financial management, business, advertising, and digital media skills of media managers, particularly in transitional countries. When entering transitional markets, media outlets should first conduct audience research to establish a baseline for advertising rates. Cronyism and coercion lack force when advertisers, particularly large international advertisers, are given legitimate choices among alternatives. Media developers should support independent community and investigative reporting, especially local radio, through multiple funding sources, including helping to build local revenue bases, even if they exist outside traditional media business models." (Recommendations, page 31)