There is very little in D Magazine, if anything, that isn't brought on by trade offs or paid ads. Best Oral Surgeon, Best Realtor, Best Cologne Sold in a Barbeque Stand, etc.
One poor guy I know is quite an artist....he does superb architectural emblishments from metal, steel, and the like in his welding shop. D talked him into an expensive trade-off...you'll get lots of calls, they told him. He said OK, so he got picked the Best Whatever in Dallas. He told me he not only didn't get one commission traceable to being endorsed as the Best Whatever, but he didn't get one inquiry.
And then about a month ago, I got an email from someone at D telling me that they were having a big "opening" at the Nasher for D's new travel magazine. They had sent out 1000 invitations to the "Dallas Rich and Famous." If I would play the piano for three hours for them, they would put my card or brochure in every guest's Goody Take Home Bag.
I told them I play for money. They told me to take a hike. How much did they save? 300 hundred bucks. Wonder if the Rich and Famous know that probably almost everything at that party was a trade off...little to no cash changed hands. El Cheapo Skates.