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It's also important to note that Pelmorex is a private corporation. Which means it partly relies on advertising dollars, in turn reliant on viewership, to exist. In a 2010 Globe and Mail article, titled "The Apocalypse is Good For Business," Pelmorex CEO Pierre Morrissette explained that audience numbers tend to spike during bad weather events. So would alerts—especially weather-related ones that send eyeballs to their networks—not be a boon for the company's television stations?
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