Some of the English dailies had come up with marvellous marketing idea, as they called it then, of barter deals which they thought was a win-win for both the media houses as well as the builders. They got into a barter deal where builder got crores of advertising space with the publication without a single rupee exchanging hands. In such deals, the media houses instead of advertising revenue got that much exchange value of property in the upcoming projects of these builders. Property supplements were launched by the mainline newspapers that violated all ethics of journalism to glorify the builders and their projects. Such was the clout of these builders that they even interfered in the editorial policies of these newspapers. They felt empowered & free to label the news copy and the journalists as negative, if they didn’t like a news item.