This is but the tip of the iceberg in media scandals. Will be interesting to watch if the MSM decides to make this into a Watergatelike scandal. When the don't, its most likely because they don't want to be outted themselves! IMO, most of the whole lot in media are sorry bought off scumbags.
If payola is going on in a large way, bigger names are involved. There could also be a lot of quid pro quo for advertising dollars for campaigns. While much of this might not be illegal, it would be extremely embarassing for the media, to have to reveal some of this information. Again, though, one of the people listed as taking compensation was hired to produce specific materials, not to plant opinion articles. I'm going to follow this for a little while before I draw any conclusions.