As we know, the FCC has declared that broadcast and cable channels must let the viewing public know the source of supposed "news" items that really originate with the government or a corporate entity such as a public relations company.

NPR had a segment about this in which they asked CNN about how much money they receive in payment for the VNRs. Excerpt here:

So CNN Newsource had more than one kind of client here. When preparing a story on the subject last month for NPR, I asked CNN, How big a side business is this? A CNN spokesman said there was no way to know how many video news releases were distributed by CNN in the typical week or month or year. It was impossible to tell, he said.

The "video news releases" weren't a major source of revenue for CNN, he explained, in genial tones meant to inspire confidence. They only generated modest fees. Naturally, the size of those fees couldn't be divulged. He also said CNN put tough safeguards in place when the issue first surfaced last year. Each public relations firm now had to sign a contract for every "video news release" saying each spot would make clear who paid for it.

Here's a pretty precise paraphrase of the conversation that ensued:

NPR: So, these guys at the PR firms actually have to sign a contract for every video news release you distribute through CNN Newsource?

CNN Guy: Yes.

NPR: And they pay you some nominal fee for each. It's not done through petty cash -- you guys send them bills, right?

CNN Guy: Sure.

NPR: So why can't you march down to accounting or your legal department and have someone pull those bills and contracts? Just count how many invoices and contracts there are. Wouldn't that instantly tell you precisely how many video news releases CNN Newsource had distributed?

CNN Guy:

NPR: Hello? Hello? You there?

There was a looooooong pause. I invited him