Serbian term (edited): uzajamna uslovljenost

that's the most usual formulation - media depend on advertising so they avoid publishing anything that their advertisers wouldn't like

implied: as they depend on each other, they are in position to impose various conditions on each other.

an example:
"Competitive sports have become unthinkable without sponsoring and there is a mutual dependency. High income with advertising is only possible with a comparable number of spectators or viewers. On the other hand, the poor performance of a team or a sportsman results in less advertising revenues. Jürgen Hüther and Hans-Jörg Stiehler talk about a ‘Sports/Media Complex which is a complicated mix of media, agencies, managers, sports promoters, advertising etc. with partially common and partially diverging interests but in any case with common commercial interests. The media presumably is at centre stage because it can supply the other parties involved with a rare commodity, namely (potential) public attention. In sports “the media are able to generate enormous sales in both circulation and advertising.”[45]"

[http://en.wikipedia.org/wiki/Criticism_of_advertising]