 This effectively relegated their signal to being viewed on "second TVs" in the minority of households that did not subscribe to cable—which meant that getting advertising support was difficult.Exacerbating the difficulties posed by lack of cable carriage, the local newspaper (the "Toledo Blade", whose owner Block Communications also own the local cable system, refused to publish TV listings for TV48.The station bought small ads in the Sunday TV listings booklet, but was unable to list their programming alongside the other stations in the main listing section.