When Peterson’s 4-Wheel & Off-Road Magazine published its “Winch Shootout” in November 1997, a reporter concluded that Warn Industries’ XD9000 electric winch was “faster, easier to use, and more reliable” than its chief competitor’s.

Here’s what the magazine didn’t tell its readers: Warn Industries is one of the magazine’s major advertisers, contributing hundreds of thousands of dollars in revenue to Peterson Publishing, according to the competitor that came off behind in the product review.

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