There's a few things that are off with his video and his experiment. Going back to my own self-fellating ass since I was the one who brought up this, I did something similar to what Razorfist did, although it was with older magazines because print has been dying a slow death. There's some issues with his methodology, in my mind. For example, with the car magazine, is strictly looking at advertisements for vehicles or is he including things like ads for, say, tires, break pads, wax, alarm systems, etc.?
Is he following the same rationale for the metal magazine he was talking about? Are ads for metal albums included, but, say, for concert tickets, memorabilia, music equipment not included? Is he accounting for the fact that UK publications may be different than North American? Etc.
The other thing is looking at the actual content, as well. A lot of what got published as 'content' in gaming mags were ads that were basically poorly disguised as articles. Which is fine, but shouldn't be discounted. I know this is coming off as being an anti-capitalist screed, but it's more just evaluating what media you're consuming (
don't ask questions, just blahblahblah.)
It became more egregious when comparing to other hobbyist magazines. Wizard would have stuff like interviews on artists and writers and how they broke into comics, examining the history of the medium, fluff pieces (crap like "Who Would Win In A Fight?" articles that was basically glorified fan fiction), drawing tutorials, as well as speculative market stuff (price guides.)
There was still a lot of advertising and some of it was incestuous, but the overall content was a lot different from what was being churned out by gaming mags.
Without power levelling too much, I've got an entertainment/media background as well and a lot of the bullshit that goes on in gaming journalism is very commonplace in other industries (music, TV, movies) it just isn't as pronounced and there's more latitude for folks to be critical/negative (
up to a point) -- Freelance or not, it doesn't really matter when dealing with stuff like this -- your content is going to reflect the attitudes of your employer.
The big issue is that a lot of journalism has been consistently beholden to other interests. It's not a unique or new phenomenon -- George Hearst bought newspapers to further his interests, to go back like a hundred years or so -- but it's not really a problem so long as you're aware of what you're reading.