Well, that depends. Obviously, you can pander to your advertisers, and then you'll end up with a product that nobody buys, nobody respects, and that's bad for business in the long run.
Or you can show a little self respect, and say, this is the audience I deliver. You want it? Then let's talk. But respect that audience. Know that they're smart and that they want editorial independence and that they don't want you to write the stories/produce the news/create the shows for them. And if you want someone who will • out their content for you, go to the other network/publication/website.
You may lose business in the short run but in the end, you will have a respected product that advertisers will know the value of.
Trust me, I do this for a living.