The remainder of Lazarsfeld and Merton's paper discusses structure of ownership and operation of the mass media specific to the USespecially the fact that in the case of magazines, newspapers, and radio, advertising "supports the enterprise": "Big business finances the production and distribution of mass media [...] he who pays the piper generally calls the tune". They point out the ensuing problems of social conformism, and consider the impact upon popular taste (a controversy which rages unabated until the present). The final section of the paper considers a topic of great salience in the postWorld War II period, propaganda for social objectives. Here they propose three conditions for rendering such propaganda effective, terming these "monopolization" (the "absence of counter propaganda"), "canalization" (taking established behaviour and enlisting it in a particular direction), and "supplementation" (the reinforcement of mass media messages by face-to-face contact in local organizations).