By 1933, the newspapers began fighting back, many no longer publishing radio schedules for readers' convenience, or allowing their own news to be read on the air for radio's profit.[39] Radio, in turn, pushed back when urban department stores, newspapers' largest advertisers and themselves owners of many radio stations, threatened to withhold their ads from print.[40] A short-lived truce in 1933 even saw the papers proposing that radio be forbidden from running news before 9:30 a.m., and then only after 9:00 p.m., and that no news story could air until it was 12 hours old.[41]