The firm will continue to do barter deals, a practice that has become common among media companies, under which ad inventory is traded for products and services such as real estate, cars, airline tickets, etc.

Several media companies, including HT Media Ltd, Jagran Prakashan Ltd and Bennett, Coleman & Co. Ltd did ads-for-equities deals in the market boom days and holds significant equity portfolios in public and privately held companies. The practice has been a lightning rod for criticism due to the inherent conflict of interest when a media outlet is covering a company in which the publisher/broadcaster has a financial interest in. Media firms have usually defended the practice, saying there is a chinese wall between the editorial and business sides and positive editorial coverage is not promised when such deals are struck.