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The article reports on the advertising empire built by executive Vincent Bolloré which includes a television and a radio station and two newspapers. From his offices in Paris, France, this corporate leader has changed the media business by moving the market's economic model from a paid one to a free media model producing such product as the free Paris afternoon paper, "Direct Soir."

States True North Communications is preparing to make acquisitions by creating reserves. Papers filed with the United States Securities and Exchange Commission registering shares of stock; Comments from the Chicago, Illinois-based company CEO Bruce Mason on shelf registration; Background on a joint venture with Publicis Communication, which is based in Paris, France.