piatkow - 10:34 am on Sep 16, 2010 (gmt 0)
I edit a print magazine and this would be a value judgement based on the individual advertiser and the amount involved. I can absorb the occasional bad debt as long as I don't let things get out of hand.
Luckily in a niche area most prospective advertisers are either known to me or are known to people that I know. That sort of peer pressure makes a big difference.