With the current economic climate, big advertising dollars are no longer being spent. Budgets have shrunk and clients are being pickier about what their advertising dollars are going to be spent on. Media buying becomes more strategic in this sense, since magazines, TV/Radio stations, and popular Internet sites are seeing their advertising revenues drop dramatically. In fact, the only companies that appear to be buying lots of airtime on the major media outlets are companies such as GM or AirCanada - companies that are struggling to stay afloat and avoid bankruptcy.