While I fail to see all the lofty benefits (safety??) suggested by chopper1, the idea of stragec alliances is fundamentally sound.
The old theory of "I'll scratch your back, if you'll scratch mine" is well tested, but there has to be some natural synergy between the advertizer and the operator. In most cases this probably amounts to a (partial) barter deal. It's done in ENG all the time.
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