Regular readers of daily Canadian newspapers and network news have become accustomed to seeing frequent advertisements about the oil industry.

The messages range from Enbridge promoting the safety of the Northern Gateway project to Kinder Morgan touting its eagerness to listen. Shell Oil likes talking about investing today's profits in tomorrow's solutions.

Then there are those ubiquitous Canadian Association of Petroleum Producers ads highlighting the industry's environmental responsibility.

The drumbeat is constant and consistently positive.

It's also extremely positive for the bottom line of public and private broadcasters, as well as for the Globe and Mail and Postmedia, which owns the National Post, Vancouver Sun, Province, and many other daily papers.

But if there's no immediate reversal in the sharp fall in oil prices, it's quite likely that energy companies and industry associations will cut back on their advertising. That's because during economic downturns, the marketing department is often first on the chopping block.

That could have an impact on the share price of media companies like Postmedia, Shaw, Rogers, and BCE Inc., which owns the CTV network.

It could also affect the finances of CBC, which often broadcasts those TV ads paid for by the Canadian Association of Petroleum Producers.

It's not an angle on the oil-price story that's receiving a great deal attention in the mainstream media.