Size, Ownership, and Profit Orientation: The dominant mass-media outlets are large profit-based operations, and therefore they must cater to the financial interests of the owners such as corporations and controlling investors. The size of a media company is a consequence of the investment capital required for the mass-communications technology required to reach a mass audience of viewers, listeners, and readers. The Advertising License to Do Business: Since the majority of the revenue of major media outlets derives from advertising (not from sales or subscriptions), advertisers have acquired a "de facto licensing authority".[4] Media outlets are not commercially viable without the support of advertisers.